Craigslist Ad Not Approved By Brand
You might remember Dove's Campaign for Real Beauty that launched in 2004. The campaign consisted of real women no models, of all ages, shapes, and sizes posing in their underwear. Dove's motive was to show women and people everywhere what "real" women looked like and to show that the models seen on TV and ads were mostly photo-shopped.
Recently an ad was posted on Craigslist looking for women to once again pose for Dove's "Real Women" campaign. The ad looked like this:
DOVE "REAL WOMEN" PRINT CASTING JUNE 28-30, 2010 in NYC ABSOLUTELY NO ACTRESSES / MODELS OR REALITY SHOW PARTICIPANTS or ANY ONE CARRYING A HEADSHOT!!!! REAL WOMEN ONLY! LOOKING FOR 3-4 REAL WOMEN for a DOVE PRINT CAMPAIGN!
AGES 35-45, CAUCASIAN, HISPANIC, AFRICAN AMERICAN, & ASIAN!
SHOOT: SUNDAY, JULY 18 in NYC! MUST BE AVAILABLE FOR THE SHOOT! RATE: $500 for Shoot date & if selected for Ad Campaign (running 2011) you will be paid $4000! USAGE: 3 years unlimited print & web usage in N. America Only
YOU WILL BE PHOTOGRAPHED FOR THE CAMPAIGN IN A TOWEL! BEAUTIFUL ARMS AND LEGS AND FACE WILL BE SHOWN! MUST HAVE FLAWLESS SKIN, NO TATTOOS OR SCARS! Well groomed and clean...Nice Bodies..NATURALLY, FIT Not too Curvy Not too Athletic.
Great Sparkling Personalities. Beautiful Smiles! A DOVE GIRL!!! STYLISH AND COOL! Beautiful HAIR & SKIN is a MUST!!!
PLEASE SUBMIT SNAPSHOTS of FACE & BODY ASAP & WE WILL CALL YOU IN FOR A CASTING NEXT WEEK 6/28-6/30 in NYC!
Dove denied having posted the ad and said the casting notice was not approved their brand. They released a quote saying,
"Dove is committed to representing beauty of all ages, ethnicities, shapes and sizes, and actively works toward raising self-esteem in women and young girls globally. We have used a variety of women in our images. We have shown women as young as 20 and as old as 95, women with blond hair, red hair, short hair, long hair and no hair; with freckles, without freckles; with wrinkles, with tattoos and real curves."
The Craigslist ad has since been removed. It goes against everything Dove supposedly stands for and promotes, so hopefully they are telling the truth.