Ogilvy Paris has a new online spot for Dove examining how mothers’ insecurities about their bodies carries on to their daughters.
For the spot, Ogilvy Paris asked mothers to fill out a survey asking what they did and didn’t like about their own bodies. Then, they had their daughters fill out the same survey, which, unsurprisingly, contained many of the same answers. When the mothers were then presented with their daughters’ surveys, they realized how they were passing down their feelings about their bodies, both positive and negative, to their daughters and resolved to be more confident and happy with themselves.
“Whether a mother, aunt, coach, teacher or sister, all women can set a positive example for the next generation by expressing their own beauty with confidence,” Jennifer Bremner, director of marketing at Dove, told Adweek. “Dove has long been dedicated to fostering positive self-esteem in women and girls, and we invite all women to join us in making a difference to the next generation by ensuring their own beauty legacy is a positive one.”
Ogilvy has made Dove synonymous with empowerment through its advertising celebrating different ideas of feminine beauty, winning accolades for the viral “Real Beauty Sketches.” While the more recent “Patches” was criticized by some as condescending and inauthentic, even receiving its own parody, “Legacy” marks a nice return to form, with its positive message reminiscent of the success of “Real Beauty Sketches.” The spot, which was uploaded today, will have an uphill battle to reach the same level of viral success as that ad, but its shareability all but ensures it will reach millions of views before long.