Dove gives "feel-bad" Facebook ads a makeover

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?

This ad campaign will ruin your day

Kerry tipped me off to this campaign for Fernat-Branca Bitters, by Ogilvy Denmark.

I'll say one thing for them: They'll sure drive you to drink.

MILFs for sale #FdAdFriday

Ads of the World featured this interesting guerilla campaign by O&M Buenos Aires for womwn's organization AMMAR.

Apparently, 93% of the country's sex workers are mothers trying to make ends meet. The campaign aims to raise awareness for the need to protect these women with more progressive prostitution laws.

At first blush, however, the campaign seems like more of a way to scare clients away. Argentina's callgirls advertise using business cards left in public places. O&M created surprise fold-outs that showed the maternal reality behind the sexy promotion.

I'm not sure targeting clients is the best direct strategy, but of course these days innovative campaigns are all about indirect reach through PR and social media.

This spicy pickle is worse than torture #FdAdFriday

Wow, that's a weird way to sell food.

I guess it's not that different from American hot sauces that brand themselves on their ability to burn your anus, but the graphic torture scenario is somehow even more unsettling.

There are three more in this series — tear gas, cutting onions and watching a sad film. They're all at Ads of The World.

F'd Ad Fridays: What what? In the dog's butt...

Now that's an unpleasant campaign. Ogilvy & Mather, Japan, would like you to know that Sneaker Freaker Magazine is doing something about the urban dog shit issue.

Really:



Tip via Ads of The World

"Snatch" — Now that I have your attention...

Copyranter posted this rather unimaginative "edgy" campaign for a gym. Ads of The World has the whole series of pun-driven ads, but none is as eye-popping (or is it "pants-popping"?)  as this one.

Not really something I see closing more memberships. At least the creative team had fun.