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Dove glams up courtesy of Mario Testino

At the other end of the female spectrum to Agent Provocateur – perhaps – is Unilever’s Dove.

But Dove subjects – real women, no models etc – are getting the glam treatment from photographer Mario Testino and has agency Mariotestino+ (everybody has their own agency today darlings).

Testino, as I recall, first really hit the headlines when he photographed the late Princess Diana. Apparently some of the pics (32 ‘real women’ in all) will be used in an ad campaign later in the year. Here are a couple of contenders.

Unlike some of the new generation of showbiz-related agency owners Super Mario obviously knows what he’s doing. Good to see proper photos making an ad comeback, last year we had adam&eveDDB’s 100 year old Harvey Nichols customer.

Dove needs to find a new direction of sorts otherwise it’s in danger of becoming a bit preachy.

So these? (Assuming they’re not going to plaster copy all over them – just a discreet logo please.)

MAA creative scale: 8.

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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.
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