Cutting down on the false glamour of most beauty

Cutting down on the false glamour of most beauty ads, Ogilvy & Mather enlisted @radical.media’s Brett Froomer to follow four real Chicagoans as they tried Dove Anti-Perspirant for a week. Four willing participants were selected through open casting calls. Five spots, which broke nationally last week, show the women going through their daily routines, from getting up in the morning to going to work, hitting the gym and picking up kids from school. The idea is to show how Dove, with moisturizing ingredients, can help women go from “armpits to underarms in seven days,” says Maureen Shirreff, O&M’s North American cd for Dove. “Within the category, nobody ever said armpit; they always called it underarm, as if it’s some wonderful, beautiful piece of real estate in your body. Give me a break!” she says. “What Dove wanted to do was to say . . . you can make it nicer.”