Unilever has launched the first ever cinema advertising campaign for its beauty brand Dove, featuring a new creative celebrating real beauty.
The cinema campaign ‘Dove: Patches’, which was placed by Mindshare and created by Ogilvy, continues Dove’s iconic and innovative approach to advertising, following the lauded ‘Real Beauty Sketches’ TV ad.
This latest creative is an extended four-minute spot that tells the story of women visiting a psychologist’s office, where they are given a custom-made “beauty patch” for two weeks, which would help them feel more beautiful. The subjects are filmed at the beginning and the end of their treatment, as well as keeping their own video diaries. After two weeks of using the patches, the women report back to the psychologist, feeling invigorated and happy with their appearances. The psychologist reveals the patches actually contained nothing at all, reinforcing the idea of real beauty.
The campaign will run before movies such as A New York Winter’s Tale, The Grand Budapest Hotel and the upcoming Maleficent 3D.
Joe Evea, Commercial Director, Digital Cinema Media, said: “The nature of cinema means audiences are fully immersed in the experience. This makes the big screen the ideal environment for brands like Dove to present extended and engaging content that tells real stories.”
Nick Wilcher, Marketing Manager Dove Masterbrand, “Cinema offers us the chance to showcase an emotive and extended creative to an engaged audience. The ability to target female heavy audiences also played a large role in selecting cinema for this campaign.”