We here at PSFK like to think we have a sense of humor. But we couldn’t help but feel a bit nauseated by CollegeHumor’s “World’s Dirtiest Film,” a short movie created by Unilever’s Axe Shower Gel and David Spade (and also featuring some frat party-generated content found on the web) that makes a farce of the corporation’s simultaneous Dove “Real Beauty” campaign. The short movie speaks to the glaring contradiction pointed out by filmmaker Rye Clifton in his video response to Dove’s Onslaught Film in which he uses battling clips from Dove’s “Talk to your daughter before the beauty industry does” spot and Axe’s hypersexual (and arguably misogynistic) commercials. The Axe film is just the latest move by Unilever to undo the PC strides it had been making with Dove, featuring little more than four and a half minutes of greasy ribs/mud/foam/bikini-clad women (the beauty industry’s best friends) acting and getting dirty. View it here.
[via Adland]
Related PSFK articles:
Dove’s Onslaught Film
Dove’s Onslaught Film – The Backlash
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Until CSR departments become one with Marketing departments, issues like this will continue to happen unfortunately.
November 19th, 2007 at 3:41 pm
I think there is a serious sense of humour failure here. The film is funny and makes as much fun of the men as the women.
November 20th, 2007 at 4:06 am
Yes, it’s very funny when a corp makes a ton of money preaching to young girls about their self-worth (Dove’s Self-Esteem Fund) AND producing Axe ads.
Ha ha ha ha ha ha ha ha ha ha ha ha! Good one Unilever!
November 20th, 2007 at 9:34 am
Hi,
I made the viral spoof of Dove Onslaught for a social campaign of Terre des Hommes, a NGO who works with poor children
This is the campaign and the video
http://www.viralavatar.com/2007/11/superhero-tdh-viral-social-campaign.html
Best
viralavatar
November 21st, 2007 at 4:41 am