Dove is exploring its comedic chops with its first ‘funny’ television advert.
The Unilever-owned beauty brand celebrated the launch of its most moisturising body wash to date with a 30-second spot that debuted on NBC during SNL50: The Anniversary Special.
The advert takes on one of the most loathed words in the English language – ‘moist’.
Created by Maximum Effort, it takes a satirical approach to a focus group scenario for Dove’s new Deep Moisture Body Wash.
Four women, who are initially enthusiastic about the new body wash, gradually unravel as they are introduced to a ‘moist’-focused marketing campaign.
This features a mascot named Mrs Moist and a jingle that takes the word too far.
Dove’s reformulated body washes feature proprietary small droplet technology which ensures moisture reaches even the tiniest crevices of dry skin.
This comedic approach is a pivot for Dove, which is best known for its body positive marketing, but is in line with a move towards ‘medu-tainment’ among beauty brands.
The term, which stands for medically-anchored entertainment, has been adopted by brands including L’Oréal’s CeraVe, which onboarded funnymen Michael Cera and Jack Whitehall to spread its skin care message.
Other brands embracing an entertainment role include e.l.f. Beauty – which recently teamed up with singer Meghan Trainor for its Cloud Skin Campaign – and NYX Professional Make Up.
Last month saw NYX ‘glue’ a drag queen to a Westfield White City, London, billboard to promote its Face Glue Primer.
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