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*Fab ad alert*: Dove ‘Choose Beautiful’


How beautiful do you think you are? It’s a question posed by Dove in its clever and surprisingly moving new ad.

I think a lot of us have become inured to Dove’s artfully grinning ladies in their white designer undies, slapping moisturiser on their bodies and showing how much they love themselves no matter what their size or age, and if you’re cynical you’ll think that this ad is really just another way to push an emotional button and get women to buy Dove. Which it is!

But if you can sell a product and be thought-provoking and helpful, that can only be a good thing in my book. My 7 year old daughter has just watched Dove’s Choose Beautiful ad with me and I’m beyond happy that she did because she felt sad for the women who felt ‘average’ and already understands now that women routinely underestimate what beautiful is, and see themselves through distorted mirrors. I mean, that’s priceless info for a young impressionable girl.

Take a look at it here and let me know what you think if you have a free moment.

Find more ideas here


10 comments on “*Fab ad alert*: Dove ‘Choose Beautiful’”

  • Kim from Jigsaw Education. April 16, 2015

    Why choose ‘average’ when you can choose ‘beautiful’?

    • muddystiletto April 16, 2015

      I’m sure you walk through the beautiful door every day Kim!

  • Serena Spencer-Jones April 16, 2015

    Aw very moving, we should all go through the door marked beautiful!
    Hope you’re happy & well, we met at Christmas Wreath making!

    • muddystiletto April 16, 2015

      Very well thanks Hannah. Feeling ‘beautiful’ today! x

  • Hannah H-D April 16, 2015

    I know how much of a buzz-kill this will make me sound but, just to play devil’s advocate, isn’t the message of this advert based on a fairly harmful misinterpretation of the word ‘average’? If everyone is encouraged to consider herself or himself beautiful, that definitively makes beauty average. Additionally, by choosing the term ‘average’ rather than, say, ‘plain’ (which would come with issues of its own), the advert encourages participants to compare themselves with (compete against?) other people: to consider themselves more beautiful than the average woman or man. I personally would be very proud to consider myself ‘average’ – that is, representative of a great number of different people – rather than exceptional in comparison because of my superior beauty. I do appreciate the intention behind the campaign; I just think that in practice it presents, at worst, a potentially very damaging set of priorities and criteria for judging others; at best, it’s promoting inaccurate and misleading use of the word ‘average’. (That’s not even taking issue with the fact that only women seem to be being asked to define themselves, and making the generous assumption that ‘beauty’ is not defined only with reference to physical appearance. Both of these issues are equally troublesome.) As I said, I’m really sorry to be a buzz-kill. I just get very concerned that this is what we are asked to consider as empowering when it is so laden with undermining implications.

    • muddystiletto April 17, 2015

      Hi Hannah, so sorry, I’m not sure how I missed this email. I can see your argument, I think you can play it either way really. My own intreptation was simple I suppose – too many women are quick to put themselves down, to not see themselves positively, and this ad, though simplistic, makes women think about notions of beauty – what is beautiful is it physical or internal, how can empower myself?. ‘Beautiful’ to me is not about physical beauty but really about confidence and this idea of empowerment. I very quickly moved on from thinking about the ad in terms of physical appearance, which is interesting in itself I guess. I would always walk through beautiful not because I think I’m physically beautiful but because I feel secure in myself but there are millions of women who feel differently. But thank you for your thoughts, I appreciate you taking the time to write, and I’m going to ponder on them! Hero x

  • Kate April 16, 2015

    That made me cry! I see a chronic lack of self-confidence with women and girls in general which is in part due to being bombarded with images of “perfect” women that we should strive to be like and it damages women’s self-worth. This lack of confidence affects the choices that we make in work and life and it’s important that we teach our girls and tell ourselves that we can do so much if we throw caution away give it a go – we are not imposters!

  • Claire April 16, 2015

    It made me cry too!….we are all beautiful, no matter what…once we believe it from within then it can shine out.

  • Janet April 17, 2015

    why can I not believe people when they tell me I am beautiful? Why do I see myself as invisible? These two videos really made me think, hard, about BEAUTY. I know I am beautiful inside, so if given the choice of those two doors – average or beautiful – I will now confidently walk through the ‘beautiful’ door. Before I would not have hesitated to walk through the ‘average’ door. If one doesn’t have a beautiful face, then all is not over – you may have lovely hair, hands or teeth – there is beauty in everyone.

    • muddystiletto April 17, 2015

      I think the insight is that it’s not about physical beauty at all. If you’re beautiful inside you’re beautiful, full stop.
      I’m sure you’re goddamn gorgeous! x


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