Dove Evolution

In this ad dove shows a model posing for a makeup billboard. Not only does the already beautiful girl go through hours of makeup and hair manipulation but after the pictures are taken they are distorted to make her look absolutely symmetrical and perfect. Dove's last word is, "no wonder our perception of beauty is distorted. http://www.youtube.com/watch?v=iYhCn0jf46U (click is you want to watch the commercial).

Dove has a good point when high lighting the wrongdoings of many make up ad campaigns, but what does this have anything to do with them? Dove's focus is fairly simple: soap, shampoo, lotion, and makeup remover. Why are they attacking a make up brand if they don't even produce make up? This is my main concern with the campaign, they are focusing on hurting another company without making this commercial an asset to their own business. In no way does this commercial or campaign tell you or show you how to solve the problem through buying Dove products.

Using Caple's principles (get attention, hold attention, create desire, make it believable, make it a bargain, make it easy to buy, and give a reason to buy it now) we can clearly see that they only focused on the first two steps and making it believable. There is no support of their own brand in this ad except for the presence of their name on the title.

1st For Women Insurance Brokers

These commericials show men in a car with one of the passengers tying to get in. But, every time he tries to open the door they drive away from him so he can never get in. Eventually when they pull away from him something stupid happens. Two of the commercials show them crashing into a light post or driving off the edge of a cliff. The commercials can be seen on youtube.com.

You guys are right, every time a guy gets in a car they are more interested in entertaining their friends than maintaining their own safety. Whereas, all women are safe every time they drive. They have mastered the different ways to apply makeup on the way to work along with talking/texting on the phone to make the ultimate comfortable driving experience. I'm being sarcastic of course, I believe that both male and female drivers can be terrible.

On a more serious note statistics at car-accidents.com report that in 2006 more than twice as many men died in auto accidents than women; so maybe the commercial does have a point no matter how offended I may have gotten. Data that doesn't just measure fatality rate states that women get into more accidents per million miles driven, but this is only a slight number, 5.7 vs 5.1. This statistic comes from scienceagogo.com.

From a marketing perspective this commercial draws from a functional or utilitarian value in a entertaining way. They are advertising that women are safer drivers and should be rewarded with their own insurance company. Which also pulls a little social value because women should be included in a group insurer that only takes women. I don't think that this advertisement and this brand of car insurance has enough pull to take business away from the bigger named insurers. Why would a female choose a broker that makes fun of men over a broker that keeps them safe and focuses on doing just that. But, I must admit I have never understood women, and I am certainly no master of the choices they make.