Dove has introduced a new Facebook app (created by Ogilvy Australia) that lets you replace "feel bad" weight loss, cosmetic and body enhancement ads with positive messages about body acceptance, and then share them with other women:
I'm not quite sure how it works, but I would guess that it has permission to game the Facebook social ad system to re-target women who would otherwise be served up the "negative" ad with Dove messages.
But if that's the case, how does it affect Facebook's contract with its other advertisers? Ethics aside, if you had paid media money to have your nasty old muffin top ads served to a certain profile of woman, wouldn't you be pissed if they were subverted by Dove?
Or maybe, just maybe, the "bad" ads are actually decoys placed by Dove to provoke interaction with the brand? Hmmm...
I have no way to test this theory, however, as it is only available in Australia.
What do you think of this campaign? Is it real? Or is it a trick?
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