Dove and the creative team at Edelman flip the concept of “ageism” on its head in this new campaign as the brand approaches the 67th anniversary of its iconic Beauty Bar. The “Beauty Never Gets Old” campaign blends purpose with product in creative that cheekily leans into the misguided perception of the Beauty Bar as “a product for your grandmother.”
Directed by Reed Morano via production company Caviar, this hero film showcases 10 powerhouse women who have been lifelong beauty-bar users, celebrating the essence of undying beauty with aging.
Credits
Client Unilever Brand Dove Agency Edelman Judy John, global chief creative officer; Andrew Simon, global creative director; Megan Skelly, EVP, executive creative director; Spike Logan, VP, creative director; Cassandra Shuber, Daniela Marino, associate creative directors; Kim Jose, EVP, group executive producer; Kate Forlenza, SVP, executive producer; Samantha Waite, producer; Lauren Rosas, VP, strategy director; Emily Greener, SVP, strategy director; Melle Hock, chief strategy officer. Production Company Caviar Reed Morano, director; Ellie Hemsley, photographer; Sean Bobbitt, DP; Tova Dann, Nisha Mullea, exec producers; Cat Craven Griffiths, head of production; Jude Vermeulen, producer; Sachin Chande, production manager; Richard Graysmark, 1st AD; Alexa Daly, Jenny Wells, production designers; Suzanne Cave, wardrobe stylist; Poppy France, hair & makeup artist. Editorial Cosmo Street Mark Potter, Lauren Piche, editors; Mikel Monleon, Flame artist; Maura Woodward, exec producer; Anne Lai, head of production; Will Hosida, finishing producer. Color Company 3 Tim Masick, colorist; Dana Villarreal, exec producer; Matt Smith, producer. Casting Real People Casting Lizzie Knowles, casting producer. Music Big Sync Music Breanna McFarlane, music supervisor; Won Cha, music coordinator. Media Company Mindshare Influencer Obvious.ly
The Ad Council, partnering with the U.S. Department of Health and Human Services (HHS), Administration for Children and Families (ACF) and AdoptUSKids, launched a public service campaign, created pro bono by Edelman, which aims to inspire prospective parents to consider adopting a teen from foster care.
This centerpiece PSA titled “The Rewards”--directed by The Hudson Dusters (Michael Kuhn and Niles Roth) via Greenpoint Pictures--spotlights real adoptive families who have personally experienced the mutual benefits of adoption. This longer form PSA (and cutdown versions) begins with a touching display of openness and vulnerability as adoptive parents reflect on their adoption journeys and their initial questions and hesitations about adopting a teen. Then, in a deeply emotional turn, the adoptive parents witness their children recounting the profound rewards of adoption in their lives. The teens speak of the love they share with their parents and how the decision to become a family is reciprocal. The campaign directs viewers to the AdoptUSKids website to learn more about adopting a teen from foster care.
