Last but not least: Nice average

Dove campaigns regularly appear on global advertising stages and almost always cause a stir. For example here, here or here. Unilever's body care line has clearly positioned itself for years: It fights for inner beauty, self-confidence, against complexes, against Photoshop, against unrealistic, imposed ideals of the fashion and cosmetics industry and and and and. For the good, against the bad. It works quite well, Dove's campaigns usually win hearts. And that's fine. Even if the likeable skincare multinational doesn't build women up to make the world a better place, but to sell products to precisely these women.

The current campaign takes up the tried and tested theme: Women don't feel beautiful, but they should, because they are. In San Francisco, Sao Paulo, Shanghai, London and Delhi, signs reading "Beautiful" and "Average" were placed in busy passageways. Unsurprisingly, most people chose "Average". Some were persuaded by their companions to take the beautiful passageway, one of the Actresses The first woman who happened to be passing by also chose the left-hand door on her exceptionally good day.

A great idea that people are once again really enjoying. 5.5 million YouTube clicks in just one week - an impressive figure. However, as is so often the case with emotional stories of this kind, one wonders why most of the protagonists seem scripted. Perhaps because they are scripted. Reality would be so exciting. But million-dollar hits are probably easier to realize if you give them a bit of a boost. (hae)