Superstar

Dove Campaign for Real Beauty (Boy Calls Amy)

By: Bianca Bartz - Published: Nov 5, 2007 • References: campaignforrealbeauty and duncans
Dove has produced several viral video ads in the last months, but their latest is the first to be customizable. At the Canadian Campaign for Real Beauty, the video spot can be personalized, the actor literally shouting out the name given by the user.

The beauty company has typically targeted the female demographic in the campaigns for the Dove Campaign for Real Beauty. Whereas previous clips focused on the effects of media on women's self-esteem, the latest clip examines the impact a distorted perception of self-worth affects external relationships with others.

The video starts with a young boy pedaling with excitement to the house where "Amy" lives. The boy calls up to her window from the street, but there is no response. He continues to call, "Amy," for several hours, eventually sitting down curbside in confusion.

"Amy can name 12 things wrong with her appearance," the ad says.

"He can't name one."

Check out the video at the bottom to see the clip "Sent to you by someone who thinks you're beautiful."

Also check out some other ads from Dove's Real Beauty Campaign: