Ogilvy & Mather’s work for Dove has found another fan: Craigslist founder Craig Newmark. Speaking at a Columbia University panel, Newmark said the “Campaign for Real Beauty” campaign works because it tells a simple truth about the beauty industry. He even has a suggestion for an ad: buy a placement in Vogue that would simply read, “This magazine is a lie.” Mike Hemingway, the global managing director at Ogilvy who was on the same panel, wasn’t quite ready to take him up on his idea. Questioned about the possible hypocrisy of one Unilever brand acting high and mighty while another, Axe, gets down and dirty, Hemingway admitted it’s a “fair question.” At the same time, he pointed to the scoreboard: Dove’s uplifting videos got about 14 million views, while the backlash got 14,000. But actually, the figures are a little different—the backlash video has 103,000 views.
—Posted by Brian Morrissey