Skin Whitening Ad Makes My Skin Crawl

Okay, for decades women all over the world have been guilt-tripped by advertising into changing their looks. But, wow, seeing this spot is just…well…take a look:

It’s just so…blatant. I’m guessing the Cannes judges fawning over the Dove “Evolution” spot won’t be talking about the cultural impact of this one.
[UPDATE] I didn’t know this: The “Fair & Lovely” Skin Whitening brand? It’s owned by Unilever–same as Dove. I guess a “Campaign for Real Beauty” doesn’t sell in some parts of the world…

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About Dan Goldgeier

Dan Goldgeier is a Seattle-based freelance copywriter with experience at advertising agencies across the U.S. He is a graduate of the Creative Circus ad school, and currently teaches at Seattle's School of Visual Concepts. Dan is also a columnist for TalentZoo.com and the author of View From The Cheap Seats and Killer Executions and Scrubbed Decks.