Showing posts sorted by relevance for query Dove Pro-Age. Sort by date Show all posts
Showing posts sorted by relevance for query Dove Pro-Age. Sort by date Show all posts

21 February 2007

Dove Pro-Age Campaign

This'll be my third post about Dove Pro-Age. It's not because I'm obsessed with attractive, naked Baby Boomer women (although I am) - but because this may end up being a watershed campaign.

While we won't be seeing the spot on TV, the rest of the world will be. However, the print ads are in some ways even better. A few grabs from my book:
  • Contrary to popular myth, Baby Boomers do not believe that they are still teenagers or young adults …
  • Boomers are slyly redefining what it means to be the ages they are. Included in this new definition are some youthful attitudes, but the real change is that instead of winding down, many are winding up …
  • There is a big difference between thinking you are younger than you are, and not thinking that you are old. This "night and day" distinction may confuse many pundits, but it does not confuse most Boomers …
  • Baby Boomers do not want to be twenty again, or thirty again. They want to feel as good as they possibly can for the ages they are. They do not want to be marketed and advertised to as if they were young adults or thirty-somethings ...
  • In fact, Baby Boom women are the real age revolutionaries. Many are feeling very empowered, very alive, and ready to take on the world. While they could do without some of the wrinkles and some of the aches, ask most women over forty if they would like to live their twenties and thirties all over again, and they'll say, "No thanks. I'm happier and more productive now than I have ever been." …
  • So if an advertising agency tells you "when you target 19-to-35-year-olds, you likewise reach Baby Boomers," they are sadly out of touch with one of the largest and certainly the richest market segment today ...
Seems like I was conjuring up the The Dove Pro-Age campaign two and a half years ago.

One of the major reasons it all works is because of Annie Leibovitz. While she's much, much more, Ms. Leibovitz can certainly be described as the quintessential Baby Boomer creative. (And a very hands-on CEO was deeply involved in the campaign.)

Bring 50+ creatives back into the fold (and/or find new ones), and you may end up with similar results: a revolutionary campaign that resonates with your target market.

08 February 2007

Best Commercial Not On The Superbowl

Because it's from the UK.

AND THE WINNER IS ....

The Dove Pro-Age campaign.

(But where are the peace signs, Baby Boomers acting like idiotic teenagers, and 60s Rock in the music bed?)

What do the models think about all this? Read about it in The Daily Mail:
The artist and alternative therapist, who lives in London, said: "Women my age are repeatedly told to fight the ageing process and so we start to believe there is age limit to certain things.

"Eventually we give into this view and begin to see, feel and look older. However, I know many women in their 50's and 60's who look amazing and I applaud their tenacity.

"We are, after all, children of the 1960's, a generation determined to achieve anything. It really is time to change the limited view presented by the media and I'm proud to be part of it."

Athena Uslander, aged 51, who owns a commercial bakery in Chicago, said: "People just see us as over the hill, but that's just not true.

"You can travel, you have disposable income and the whole world is open to you when you're older, so I think it's just the beginning of life."

Mirinete Morrison, aged 54, from London who has three daughters aged 18, 24 and 26, said: "If your heart is beautiful, your skin is beautiful, you are beautiful."

19 August 2021

Models! Old Models! Old Beautiful Models!

Yours Truly doesn’t need much coaxing to blog about beautiful models. I’ve been doing it for years and years:

21 FEBRUARY 2007
Dove Pro-Age Campaign
… Baby Boom women are the real age revolutionaries. Many are feeling very empowered, very alive, and ready to take on the world. While they could do without some of the wrinkles and some of the aches, ask most women over forty if they would like to live their twenties and thirties all over again, and they'll say, "No thanks. I'm happier and more productive now than I have ever been."

A partial list of related posts:

17 JUNE 2005
Rubbing yourself and smiling.

01 SEPTEMBER 2007
Bottled Blondes and Man-Made Brunettes

02 JULY 2008
Demand for older models grows   

21 FEBRUARY 2018
Women

25 APRIL 2018
Women Redux

Recent articles from Newsday, Newsweek, People…

Older Models Aren't a Passing Fashion, They Make Sense Financially and Socially
by Cat Woods   
JudithA… "I'm the oldest model they [the modelling agency] have, but I really hope they don't stop this trend. I did a nude shoot for Vogue Singapore in December 2020, which came out in February. It was a brutal moment for me, but since I've been receiving comments from around the world. I went from 75 followers to 1,400 overnight when it was published," Warren said…

Judith Ann Warren Went From Arizona Choirgirl to LA Punk Singer to Mature Vogue Model

If you’re interested in breaking into the mature-model biz, some good advice:

model1Modeling matures as marketers court baby-boomer spending
“My son is proud that I returned to modeling,” said La Veda Davis, who in her 20s and 30s stomped the catwalk in Miami, appeared in commercial spots for Isotoner gloves and had a role in “Miami Vice.”

Older than a Baby Boomer, older than a member of The Silent Generation – and modeling:

grandma99-Year-Old Great-Grandmother Becomes Fan-Favorite Model for Makeup Brand
Helene Simon tells PEOPLE that being the new face of her granddaughter Laney Crowell's beauty brand, Saie, has "put a little pizzazz in my life"

Hoity-toity in England:

hoitySilver & Sassy Fashion Show
Silver haired models Rachel Peru and Annie Stirk have joined forces to make this a positive celebration of women with Silver, Grey and White hair at our beautiful 16th century hall.

The Good News: No noticeable photoshopping going on in all these pics, ads. Not the case a decade ago when Olay got slammed…

05 January 2010
Twiggy & Me
The '60s fashion star appeared virtually wrinkle-free in the ads and, since her baby-faced visage was selling anti-aging cream to older women, quite a few people—including bloggers, news outlets, and the British Parliament—grew quite disturbed.

25 April 2018

Women Redux

It’s been only a few months since I blogged about the power and influence of women:

21 February 2018
imageWomen
… Ten, twelve years ago there were older women. Now there are older women younger than I am. Weird. It’s some strange time/space warp I’m living in.

Mature women are just all over the place. Take a look:

imageMeet Fashion’s Next Generation: Over 60s
… Baby boomers have been largely absent from advertising, especially in high-fashion, despite driving 42 percent of spending in the US, versus 13 percent for millennial and Gen-Z consumers … Typically, companies gear their campaigns towards a younger demographic, assuming the ads will also appeal to their parents. Now, some companies are reversing that formula.

Here’s a brave campaign, certainly braver than one from a few years ago:

Ads for pee-proof underwear campaign redefine the customers who wear them
by Zoƫ Beery
image New York-based underwear company Icon’s strategy is to go all in with a cheeky, flippant message. Today, their "Piss Off" campaign takes over the Bryant Park subway station in Manhattan…

 CREDITS

  • Jasmine Zhang - Designer
  • Fenghe Luo - Designer
  • Supisara Burapachaisri - Designer
  • Meng Shui - Art Director
  • Kejal Macdonald - Marketing Director
  • Kelsey Duchesne - Copywriter
  • Anna Mackenzie - Photo Director
  • Molly Matalon - Photography 

Pee-Proof Underwear Brand Launches ‘Piss Off’ Campaign To End The Stigma Of Bladder Leaks
imagePeriod-proof underwear company Thinx is taking on the incontinence industry with its sister brand Icon, “patented pee-proof underwear that lets leaky ladies kick pantyliners (and the lame stigma of bladder leaks) to the curb.”

And GRAND Magazine features a cover photo and article about model Yazemeenah Rossi (note: my interest is purely professional):

imageYAZEMEENAH ROSSI: Secrets To …
by Wendy Packer
… Contrary to what some people may think about women in their 60s, Yazemeenah feels prettier today than ever before … She is also very popular on Instagram with women in their 20s and 30s seeking advice on how to stay well as we age …

From The Remember When Files:

21 February 2007
Dove Pro-Age Campaign
… There is a big difference between thinking you are younger than you are, and not thinking that you are old …

25 January 2008

What's the Word?

Nigel Hollis, Chief Global Analyst for Millward Brown, does a good job bringing us up-to-date on the current status of Word-of-Mouth Marketing. Download the PDF: What's the Word?

I've talked about this subject ad nauseam - in my book, in my presentations (attendees usually have to suffer through at least fifteen minutes worth), and in this blog over the last few years:

Advertising/Marketing Article of The Month

The Brouhaha Over WOMM

The Brouhaha Over WOMM Returns

What's Plaguing Viral Marketing

If you read the Millward Brown report and some of the above posts, it's pretty obvious that Mr. Hollis and Yours Truly are on the same page more often than not. Transparency and a light touch from PR is the best approach in most cases - especially when targeting Baby Boomers:

The report says:

A 2007 survey conducted by Millward Brown in the United States and the United Kingdom suggested that relatively few people use informal sources of online information (message boards, blogs, etc.) to guide their purchase decisions; the majority of shoppers turn to friends, neighbors and colleagues for advice.

We can hypothesize that the power of online word of mouth is diminished by both the receiver’s lack of knowledge about who is providing advice, and the provider’s lack of knowledge about who is receiving it.
For Baby Boomers: Make that a fraction of a fraction on the web, double whatever percentage makes up "the majority", and assume anything received has not simply "diminished" - but gone up in a puff of ether.

And I love this one:




Read The Brouhaha Over WOMM Returns.

I've discussed the Dove Pro Age Campaigns - and the commercial that was banned in the U.S. I've never mentioned The Onslaught or Evolution - great spots. Great Public Relations spots.

Check out Nigel Hollis' Blog.

04 December 2008

I’m watching an Oprah Show …

My sister emailed me:

winfrey I'm watching an Oprah Show and it's about women around the world. She brought up Dove’s international campaign and said that a "whopping 91% of woman over the age of fifty believe that advertising does a poor job of representing woman in their age group." 

I thought this would be a watershed campaign – but has anybody done it right since Pro Age?