If you’ve been to youtube in the last two weeks, you’ll have seen the 3 minute advert for Doves real beauty sketches (now don’t get me started on the number of seamingly feature length adverts youtube forces you to watch)
The concept is – showing women that they aren’t as ugly as they think they are. This is portrayed through a video where they are asked to describe their faces to a stranger they can’t see. Unknown to the women, this stranger is a forensic artists, making a detailed sketch of their face based on their descriptions.
Then they are asked to describe the face of someone that they had just met.
In all cases the women describe themselves as appearing far less attractive than they actually are, and describe the stranger more accurately, or more attractive than themselves.
Now the first time I saw the advert, I did find it endearing. A bit like watching a Ricky Lake episode, and sympathising at the screen, thinking you aren’t that bad. Then… then I saw the excellent parody.
Boy they were quick. The original (at the time of writing) has 36m views on youtube. Many of them paid adverts. The parody has nearly 3m, with no paid advertisement, and was released 3 days later.
The moral of the story? It’s hard selling soap. You’ll have to be really ingenious to do it well, and make women buy into the morals of the brand, and therefore become an advocate of the product.
The other moral? Do something well, and do it quickly. Late off the mark, and chances are someone else will beat you to it.