Dove Beauty Patches for a State of Mind

Dove’s new beauty campaign, “Dove Patches”, promotes the concept that beauty is a state of mind. Following on from Dove’s Real Beauty Sketches and Camera Shy video campaigns the Dove: Patches campaign is presented as a social experiment guided by psychologist Dr. Ann Kearney-Cooke. Women were invited to wear the RB-X Patch for 12 hours and to record a daily video journal for two weeks as a follow up. They were told the process would help them feel more beautiful. Launched on April 9, the video has had over 19 million views on YouTube. For some viewers the video is perceived as a refreshing break from a product-centred approach to body image. For others, the video perpetuates unhealthy gender stereotypes and expectations for women.

Dove Beauty Patch

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Sunny and Steve Enjoy the Sweets

New York VFX company MPC (The Moving Picture Company) has produced “Sunny and Steve enjoy the Sweets”, an animated short film featuring an Easter bunny and an office worker. The short film tells a humorous tale of an office worker as he struggles with a protective, seemingly innocent bunny on a quest for sweets.

Sunny and Steve enjoy the Sweets

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The World’s Toughest Job

American Greetings and Cardstore is running “The World’s Toughest Job”, an online video campaign promoting Mother’s Day greetings for May 11, 2014. The four minute video sets up a scenario in which 24 job seekers are interviewed through online video conversations for a job with unlimited hours, no breaks and a list of demanding responsibilities, listed as Director of Operations at a company called Rehtom Inc (rehtom.net). Finally all is revealed. It’s about moms as professionals of the highest order. “The most important job is also the world’s toughest job.” Viewers of the YouTube video are encouraged to visit the microsite and add their perspective: worldstoughestjob.net. Responses to the video range from teary affirmation to concern over the reinforcement of gender stereotypes over parenting roles.

The World's Toughest Job Applicant

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Volkswagen Optical Illusion Photography Recreated

Volkswagen is promoting 360° Area View Camera in a print advertising campaign using optical illusions in photography. “One angle is not enough. Volkswagen 360° Area View Camera.” Four trick photos challenge viewers to take a second look: Dog, Baby, Boy and Girl. The low res photos recreate examples of the funny illusion internet meme.

Volkswagen 360 Area View Dog

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What if you were invited to your own funeral?

The Belgian Road Safety Institute (BIVV/IBSR) is running an integrated road safety advertising campaign centred on a funeral for six people known for their speeding. Families and friends invited the drivers to the mock funeral on March 29, held in French and Dutch, where they were able to reflect on the impact of a death on the road. The emotional reality check was caught on hidden cameras in the funeral parlour. The resulting YouTube video, “What if you were invited to your own funeral?”, has had over 2.5 million views since its launch on April 7. The Go For Zero campaign includes sites in French, ilestpartitropvite.be, and Dutch, hijistesnelgegaan.be, from which viewers can send messages to their speeding friends.

What if you were invited to your own funeral?

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