Personal care brand Dove promises that it “washes away the day” in the newest campaign for its beauty bar, part of its new brand platform.
Devised by creative agency Ogilvy New York, with support from Ogilvy UK, ‘Unready for Anything’ is a multi-phase brand platform running throughout the year. The campaign will show consumers getting ‘unready’ after a big celebration such as New Year’s Eve or Mardi Gras.
Chief growth officer for Dove Personal Care North America & Dove Masterbrand, Mele Melero, said: “Dove has always been about celebrating real beauty and real moments. ‘Unready for Anything’ connects with the simple joy of unwinding after a special moment, big or small.
“It’s about that comforting feeling of washing away the day with the Dove Beauty Bar, a moment of self-care and reflection after a day or night well-lived.”
The first advert in the series premiered last week on New Year’s Eve via out-of-home activations in locations such as Times Square in New York, and Leicester Square and Carnaby Street in London.
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The campaign was also launched across digital and social media channels.
Media strategy is by media agency Mindshare.
“This campaign isn’t just about cleansing; it’s about capturing the joyful reality of life in all its vibrant, unfiltered beauty. We’re finding beauty in those ‘unready’ moments, showcasing the remnants of celebration—the glitter, the confetti, the smudged colors—as a testament to experiences lived fully,” said Camilla Clerke, global executive creative director for Unilever at Ogilvy.
“We’re immensely proud of Ogilvy’s decades-long partnership with Dove, stretching back to David Ogilvy’s original work on the Beauty Bar when it launched in 1957. It’s a privilege to contribute to the brand’s iconic status and further elevate the iconic product that started it all.”
