Dove Lets Women Give Facebook Advertising a Makeover

Dove Australia has created the world's first makeover targeted at advertisements instead of women. Created by Ogilvy, the campaign introduces an app that lets Facebook users choose a feel-good message about women's bodies and use Dove's media buy to pump out pithy bits of positivity to the Facebook universe—to counteract those self-esteem-destroying side blurbs that ask if your love handles are overexposed and the like. The video below explains how it works. It makes it sound like an ambush—that the app somehow takes down the old ads and replaces them with yours.