Ad of the Day: Dove

Ogilvy's Photoshop hacktivism is clever but questionable for a brand built on honesty

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Ogilvy Toronto's latest effort in its "Real Beauty" campaign for Dove has been getting lots of praise in recent days. But while it's certainly sneaky and attention getting, it required its own retouching to be believable.

What the agency did was create a Photoshop action (essentially, a plug-in) that claimed to add a fake skin glow to a model's appearance in a photo—but in fact reverted the image to its original, pre-manipulated state. The agency then seeded the action on Reddit, where art directors and photo retouchers could download it.



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