It's long been Dove's effort to promote the idea that women should feel comfortable being themselves and never let something hold them back, which is something that's maintained in its commercial for Dove Chocolate.
Made with help from advertising agency BBDO in New York and headed by David Lubars and Greg Hahn as the chief creative officers, the commercial is short and sweet, yet still manages to drive a point. To open, the ad begins with a little girl sleeping in bed and then pans to the wrappers left behind from some Dove Chocolate.
She gets up and puts on a dress that's far too large for her and then skateboards down the street. All the while, the girl quickly ages, rebelling against society and doing whatever she pleases. It ends with her looking in the mirror, with her elderly self smiling back at her. Following this, Dove Chocolate states: "Live Each Day As If It's The Only One."
What's Driving This Trend
- Body Positivity in Advertising
- Opportunity for brands to promote acceptance and self-love through their ad campaigns.
- Embracing Aging
- Market potential for products and services that celebrate the beauty of every stage of life.
- Youthful Rebellion
- Space for brands to connect with consumers who value individuality and breaking societal norms.
Who This Affects Most
- Confectionery
- Innovation potential for confectionery brands to create indulgent products that promote pleasure and self-expression.
- Fashion
- Opportunity for fashion brands to inspire confidence and inclusivity by designing garments that cater to various body types and ages.
- Skateboarding
- Space for skateboarding brands to tap into the trend of self-expression and personal freedom through their products and marketing.
