Dove’s invitation to ‘choose beautiful’ is simplistic

More from Dove, this time courtesy of Ogilvy Chicago which is inviting women to ‘Choose Beautiful’ by deciding whether or not to pass through the ‘beautiful’ door or the ‘average’ one.

But surely these aren’t the only two options. And not every woman can be beautiful, otherwise the description loses all meaning. Neither are all men handsome, alas.

I know these analyses of female psychology have proved highly successful (we’re forever being told they are anyway) but this is simplistic tosh.

MAA creative scale: 2.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.