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:
Customized Viral Ad
Dove Campaign for Real Beauty (Boy Calls Amy)
Trend Themes
1. Customized Advertising - There is a growing trend in personalized ads that can be customized by the user, offering unique and targeted marketing opportunities.
2. Emotional Marketing - Brands are increasingly using emotional storytelling in their marketing campaigns to elicit strong emotional responses and forge deeper connections with consumers.
3. Body Positivity Movement - The body positivity movement is gaining momentum, driving brands to promote inclusive and diverse representations of beauty in their advertising.
Industry Implications
1. Advertising and Marketing - The advertising and marketing industry can leverage customized viral ads to create more engaging and personalized brand experiences for consumers.
2. Beauty and Personal Care - The beauty and personal care industry can tap into the emotional marketing trend and embrace body positivity to connect with consumers on a deeper level and promote self-acceptance.
3. Media and Entertainment - The media and entertainment industry can utilize customized viral ads to create interactive and shareable content that resonates with audiences, driving engagement and brand awareness.