Creativity

Now Dove Encourages Little Girls to Embrace Their Curls

Could a Rock Band and a Surprise Party Be the Answer?

Published on Jan 22, 2015

Editor's Pick

Dove has been so successful on its mission to get women to love their bodies, the brand is now turning its attention to their hair. It's a well-known fact that many women with curls hate their hair: as this new spot by Ogilvy Paris tells us, research shows only four out of ten girls think their curly hair is beautiful. So, Dove is starting with the kids and trying to encourage them to embrace curly.

Like the agency's previous spot Legacy, which also centered on daughters and mothers, the film begins documentary-style, interviewing the kids on their feelings about their curls. It then turns to the moms, pointing out that girls are seven times more likely to love their curls if those around them do. After some (somewhat cheesy) scenes of mother-daughter-curly bonding, the little girls and moms are taken to a surprise party, where a band performs a specially-composed song about loving your hair. It culminates with scenes of everyone singing and dancing happily, now (apparently) in love with their curls.

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About

Credits

Date
Jan 22, 2015
Agency:
Ogilvy & Mather Paris
Client:
Dove Hair
Creative Director:
Ginevra Capece
Creative Director:
Kurt Novak
Creative Team:
Lisa McLeod
Creative Team:
Maureen McCabe
Producer:
Annette Hallum
Production House:
1ONE Production
Film Director:
Yan Dal Santo
Original Music:
Apollo Studios
Music Composer:
Hey Jackson
Singer:
Sophia Bastian

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