Hacking Dove’s latest feel-good commercial

by Brian Braiker
In the six weeks since it was posted on YouTube, Dove’s “Patches” video has been seen more than 20 million times. A tributary of Dove’s “Real Beauty” campaign, the ad resonated with some for being body positive and celebratory of “authentic,” non-supermodel types. It was also met by ire in some corners.Read the full article

Dove: Patches

At Dove, we are committed to creating a world where beauty is a source of confidence not anxiety. So we created Dove: Patches and invited women to discover how the right state of mind can unlock a powerful feeling of beauty that lives inside all women. Become part of the journey that will empower women around the world with the message that beauty is a state of mind.


LAMPlatoon Critique: Patches, Deconstructed

The recent "Patches" commercial by Dove seems meant to convey a warm, fuzzy message that true confidence lies within. You don't need to buy things to feel beautiful; you just have to believe in yourself. Aw, how sweet. Especially coming from a company that manufactures personal care/beauty products, and whose other product lines support impossibly narrow standards of beauty. Still feeling good about buying their stuff? This video was created by The LAMP as part of a media literacy program. It is intended as a criticism of and commentary on this advertisement. The goal of this video is to encourage and persuade advertising firms to make more socially responsible advertisements for children. The original advertisement itself has been inserted only to give context to the criticism. Insertion of the advertisement does not imply that the advertising firm that created the advertisement or the company whose goods and services are being offered for sale in the advertisement in any way sponsored or is connected with this video. In addition, any use of the company's trademarks is intended only to describe the mark owner's goods and services, and in no way implies the mark owner's support of The LAMP's videos, services, or mission. The LAMP is a non-profit organization educating and equipping people to shape the media landscape through hands-on learning. This is achieved through media training workshops brought directly to youth, parents and educators, and through free public events and resources.


LAMPlatoon critique: Dr. Pepper "Men"

Dr. Pepper recently rolled out Dr. Pepper Ten as part of their effort to bring healthier beverage options to their consumers. That must mean their advertising campaign follows the same sense of corporate responsibility, right? They wouldn't undermine it with horrendous, phobic, sexist messaging, would they? This commercial is also just one piece of a larger "It's Not for Women" campaign, so this one video doesn't tell the whole story of Dr. Pepper's marketing message. For more about the campaign, why we find it problematic and how you can take action, read our open letter to the Dr. Pepper Ten marketing team: http://www.thelampnyc.org/2011/10/13/an-open-letter-to-james-r-trebilcock-and-the-dr-pepper-ten-marketing-team/ This video was created by The LAMP as part of a media literacy workshop. It is intended as a criticism of and commentary on this advertisement. The goal of this video is to encourage and persuade advertising firms to make more socially responsible advertisements for children. The original advertisement itself has been inserted only to give context to the criticism. Insertion of the advertisement does not imply that the advertising firm that created the advertisement or the company whose goods and services are being offered for sale in the advertisement in any way sponsored or is connected with this video. In addition, any use of the company's trademarks is intended only to describe the mark owner's goods and services, and in no way implies the mark owner's support of The LAMP's videos, services, or mission. The LAMP is a non-profit organization creating a grassroots movement to reform and improve media. This is achieved through free media literacy workshops and public events for youth, parents and educators. The LAMP's vision is that one day media literacy will be seen as the critical requirement to understanding the world and our place in it. Educated consumers demanding more accountable media will create a ground swell to which media companies will have to respond. As part of this movement, The LAMP works in communities to build healthy relationships with all forms of media.