Dove Bets Big with Contrasting Super Bowl Ad

A previous Marketing Matters posting (“Advertising Gets Real”), discussed the current spate of “reality” ads. In an upcoming Super Bowl ad, beauty products maker Dove continues this trend with an ad that aims to raise girls’ self esteem with the message that real beauty comes in all shapes, sizes and colors. At $2.4 million for each 30 second spot, this contrasting ad is a big bet.