This Is Strange

Packaged goods advertising needs a kick in the pants. No one’s going to argue otherwise. However, I’m not sure what Unilever and WPP’s Mindshare Entertainment have wrought with this painfully derivative spot for Dove?

According to Ad Age, this Mad Men mirror for Dove is just the beginning. Unilever is planning to work six of its iconic brands–Dove, Breyers, Hellman’s, Klondike, Suave and Vaseline–into this newly poached campaign.
The vignettes feature Phil Smith and Tad Winter, a copywriter and art director working at fictional 1960s ad agency Smith Winter Mitchell, developing campaigns for the six Unilever brands. Much like Sterling Cooper Draper Pryce, Unilever’s fictional agency is meant to be a challenger to the hulking beasts of Madison Avenue.
Why they work there, and why this makes sense creatively, I have no idea.

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About David Burn

Native Nebraskan seeking the perfect pale ale in the Pacific Northwest. Copywriter and brand strategist at Bonehook. Co-founder and editor of AdPulp. Contributor to The Content Strategist. Doer of the things written about herein.

  • http://multicultclassics.blogspot.com HighJive

    “Why they work there, and why this makes sense creatively, I have no idea.” Actually, the campaign has no idea. Ditto the morons responsible for its creation.

  • http://www.charliequirk.net Charlie Quirk

    Painful to watch – I hope they are panned for this.
    This is a full 180 degree turn from the Dove Real Beauty campaign.
    From an execution standpoint, the retro Mad Men era is bad enough on its own; but to make matters worse, it doesn’t synch up with the modern Dive Nutrium Moisture part at the end either.
    Bad idea all round.

  • http://multicultclassics.blogspot.com HighJive

    BTW, WTF is Mindshare Entertainment? The work demonstrates they don’t understand entertainment and likely don’t have a mind worth sharing.