Bold in advertising. It’s a phrase that’s often associated with words like brash, loud, and in your face. One that makes people think of bright colors popping off a page or loud, startling sounds, things that make you jump and your heart race. But as Dove’s most recent campaign proves, these aren’t the only qualities associated with being bold. Sometimes, bold can be found in quiet moments, silence, tears, and reflection.
Back in 2004, Dove took a bold step in the world of advertising by choosing to be real. Instead of professional models, they featured everyday women in a series of ads titled Campaign for Real Beauty. The result was conversation, lots of it, about beauty and how it’s defined.
In 2006, Dove continued the conversation with a video titled Evolution, a behind-the-scenes look at how an image is constructed, from makeup and lighting to digital manipulation and final display. “No wonder our perception of beauty is distorted,” the brand noted. Once again, people talked.
By 2007, Dove turned its attention to age and beauty with Beauty Comes of Age, featuring tastefully posed nude women over the age of 50. As before, the campaign sparked discussion by challenging expectations and reframing what beauty could look like.
Clearly, Dove’s Campaign for Real Beauty meets the criteria for bold advertising. It stands out, not through noise, but through meaning. But that just goes to show that bold can come in many different varieties. Sometimes it can be loud and flashy and other times quiet and a bit understated. Both approaches have their place in advertising. Contact us if we can help you find the approach that best reflects your brand.
