Tag Archives: Dove

Dove Attempting to Wash Away Negative Online Comments

By: Gina Mason

Award season is the best time of year for stargazing and I’m not referring to looking up at the sky. At each elegant affair, Hollywood’s best and brightest shine on the red carpet and show off the latest styles and trends. If you are like me than that means you are glued to the TV taking mental notes of what and who all the celebrities are wearing.

Despite all of the fabulous gowns and beautiful jewelry on the red carpet, many viewers at home during these award shows tend to share some very ugly comments about the celebrities and even make degrading comments about them online. (i.e. “What is [insert celebrity’s name] wearing?!?” “Wow! She put on some weight!” “She looks awful!” “She is looks so old!”

In attempt to wash away this negative issue during the Oscars, Dove and Twitter have teamed up to create a powerful campaign that promotes positivity and self-esteem. Earlier this week as a part of their new #SpeakBeautiful campaign, Dove released a new ad to show how negative and degrading comments online have a domino effect on us all. This powerful ad will run during the red carpet coverage of the Oscars to remind us all about how such negativity impacts us and how positivity can change that. To check out the video, click the link below:

In addition to the ad, “Dove will be making use of a Twitter tool on Oscar night that identifies certain key words — in this case, it will keep an eye out for those that mention, appearance and body image. The tool will flag negative tweets and Dove’s Twitter account — which will be manned by self-esteem experts — will tweet positive responses” according to Mashable.

A Dove spokesperson said, “Twitter is a powerful platform for building momentum around social issues, and we think it’s a good way to leverage the unique parts of the site to support things that matter. We want to help shift the conversation toward positivity.”

This campaign was in response to some staggering data that Twitter collected when it comes to social media and self-esteem:
• 8 out of 10 women encounter negative comments on social media that critique women’s looks.
• Women are 50 percent more likely to say something negative about themselves than positive on social media.
• 82 percent of women surveyed feel the beauty standards set by social media are unrealistic.
• 4 out of every 5 negative tweets Twitter identified about beauty and body image are women talking about themselves.”

I love this idea and I think it is the perfect platform to launch this type of campaign. What better way to promote this positive message than during one of the most watched shows of the year? I applaud Dove for trying to make a positive change in the world and promote the beauty in all of us. I think we have all been guilty of unfairly and negatively critiquing celebrities and more importantly, ourselves and it is a great reminder how we need to change the way we think about ourselves. We all have our own beauty and one small positive change can make a big difference.

What do you think of this campaign? Do you think it will be successful in stopping some the negativity that goes on during award shows? If it is successful, do you think this will translate into other live events?
As always, if you like what you read, be social and share.

2015 Super Bowl Ads

By: Gina Mason

The Super Bowl is upon us and on Sunday, millions of Americans will tune in to watch the New England Patriots take on the Seattle Seahawks in the ultimate football showdown. Outside of the game, “deflate-gate” and the excessive amount of beer, pizza and chicken wings that will be consumed on this unofficial holiday, there is also another competition that will go on while the players are off the field. The battle of best Super Bowl commercial is always ultra competitive and the stakes are high, as advertisers have to capitalize on the only time of year where people actually want to watch commercials.

Over 110 million people will be watching to see which big brands will come up with the most innovative, clever or cute commercial of the year. However, it is not cheap for these brands to shine on the big stage and get international exposure. According to TIME.com, “This year, a Super Bowl ad costs roughly $4.5 million for 30 seconds of air time, up $500,000 from 2014.”

With that kind of money being shelled out for 30-second spots, viewers can expect big things from this year’s commercials. According to TIME.com, beer, cars, chips and half naked women will not dominate the themes of this year’s Super Bowl commercials. There will be a number of new brands such as Wix.com, Loctite, Mophie, Buzzfeed and The Verge that will all make their Super Bowl debut and bring some fresh campaigns and ideas to viewers. Also, ads wont be limited to TV screens. With high advertising rates, the power of viral videos and online streaming, many big brands are steering towards the digital market and using social media to get their message out there instead of paying millions for primetime spots.

To help get your head in the “commercial game” for Sunday, here are a few Super Bowl ads that came out early for your viewing pleasure:

Bud Light – Real Life Pac Man: https://www.youtube.com/watch?v=g9A1NowrnGI

Dove – Real Strength Men + Care: http://youtu.be/QoqWo3SJ73c

GoDaddy – Journey Home: https://www.youtube.com/watch?x-yt-ts=1422327029&x-yt-cl=84838260&v=X2AHrCtOHqc

Skittles – Super Bowl Tailgate with Kurt Warner: https://www.youtube.com/watch?x-yt-ts=1422327029&x-yt-cl=84838260&v=Gj_Dqkpzv1g

Victoria’s Secret – Angels Playing Football: https://www.youtube.com/watch?x-yt-cl=84838260&feature=player_embedded&x-yt-ts=1422327029&v=S5-sx-Qgd_M

T-Mobile – Kim Kardashian and #KimsDataStash: https://www.youtube.com/watch?x-yt-ts=1422327029&x-yt-cl=84838260&v=ZTwzsV3I3OQ

Based on the previews, which brand do you think is going to take home the title of “Best Super Bowl Commercial” this year? What do you hope to see from this year’s ads? Most importantly, what is your prediction for the big game?

I know I am looking forward to watching Tom Brady hopefully take down the Seahawks and of course, the squeal of Budweiser’s “Puppy Love” commercial from last year. I hope you all enjoy the game and commercials on Sunday and stay safe!

As always, if you like what you read be social and share.