TV Commercial Search

Tuesday, January 19, 2010

Dove "Visibly Smooth" Commerical

The commercial opens with a young woman in a white dress looking out from behind a large, green, prickly cactus as music plays and a singer hums. The woman is looking up perplexingly at the cactus as she moves from behind it. She walks forward and a close-up is shown of her smiling face. The scene shows her walking again and the cactus is now below her knee in a white vase as the narrator asks, “What if we could put an end to the prickly feeling in between shaves?” Suddenly the cactus is even smaller, and the woman throws it behind her into a garbage can. The female narrator describes the new “Visibly Smooth” anti-perspirant while the smiling woman lifts her arm to reveal smooth underarms. The commercial claims that this product will make hair look and feel less noticeable over time, keeping underarms stubble free for longer.

The commercial has fresh undertones with its use of stark white background, simple props, and white clothing that is visually appealing to the viewer. The cactus underarm metaphor is creative. This fresh outlook ropes the viewer into believing that this product will make their underarms smooth and beautiful.

Dove: Official Site, Wikipedia
Unilever (parent company): Official Site, Wikipedia
Video: YouTube

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