Dove takes aim at gaming’s sexualisation of women in latest ad

Dove’s latest campaign has taken aim at the sexualisation of women and the related beauty standards in gaming.

In collaboration with Women in Games, Unreal Engine and Lola MullenLowe, the campaign hopes to tackle the fact that 74% of girls feel underrepresented in video games.

With aims of ‘making virtual beauty real, the brand’s spot sees a virtual female character strip herself of her sexualised clothing and enter the gaming world as her own genuine self.

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“Dove believes that beauty should be a source of confidence, not anxiety, in every aspect of life, both real and virtual,” Dove global vice president Leandro Barreto told The Drum.

“Although the games industry has made significant strides to become more inclusive, progress needs to be accelerated to challenge the narrow definitions of beauty still visible in the virtual world. Together without partners, we hope to make a real impact on the millions of women and girls who spend their free time playing games.”

Lola MullenLowe executive creative director, Tomas Ostiglia, added: “This represented an opportunity for Dove to talk about inclusion and representation in gaming, using animation for the first time ever.”

The campaign launch comes a week after Dove released a three-minute film titled the ‘Cost of Beauty’ in a bid to highlight the negative effects of social media on mental health.

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