Dove - the skin care brand - has the most viewed viral advertising campaign ever. It got there because of three key features: honest, simple, and patient.
HONEST
The campaign relies on testimonials, but unlike most commercials who do the same, the people on screen clearly want to testify. They aren’t actors selling something. They’re regular, seemingly middle class people talking, and they just happen to be on screen.
SIMPLE
There are no exotic locations, no sweeping vistas, or elaborate sets. The setting is a typical workplace without ideal lighting, however the set shown here looks much closer than, say one from Victoria’s Secret.
PATIENT
Since Dove did not constrain themselves to 30 or 60 second ad, they had time to tell a story. Over the course of the 3:01, we start to see what the artist Gil Zamora is doing right along with the women. They build a relationship with both sides and as a result, are both surprised and pleased when the reveal finally comes. There was no need to fit everything into very little time. If you have an honest story to tell, it will spread.
Check out the advertising campaign below and tell us what you think!
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