Sometimes advertising agencies get creative and it’s great. Other times, the sentiment might be there but the message makes you say, "Wait, what?" Enter Dove’s new deodorant campaign in the Garden State.
“Dear New Jersey,” says the billboard, which features a woman wearing a white tank top and raising an arm to display her underarm. “When people call you ‘the Armpit of America,’ take it as a compliment. Sincerely, Dove.”
As a resident of Brooklyn, I think that’s funny, but if I was a Jersey native, I’d boycott the brand on principle. Get the fuck outta here! Ironically, Unilever, the company that owns Dove, is based in Englewood Cliffs, New Jersey; their senior marketing director of antiperspirants and deodorants Matthew McCarthy told the New York Times that he thinks the ad is fine.
“I don’t expect that there will be a lot of people who misunderstand, but to the degree that they do, we’ll be open about what we’re really trying to say,” he said. “The message that we want to get out there is that the armpit is not a bad thing, and that we stand for caring for the armpit.”
Love your pits, guys. Like maybe right after your gym workout, just walk up to the locker room mirror and tell your underarms how much they mean to you. Dove really wants you to get in there and embrace your musky flesh.
“It was a very conscious decision because people view ‘armpit’ as a dirty word,” Ms. Vaznonis said. “We wanted to change the preconception of it as dirty.”
In addition, Dove has a series of television commercials, like the clip embedded above, entitled "An open letter to the armpit" depicting ladies in white tops reading poems to their ‘pits. It's a tampon commercial gone wrong. Have you ever looked at someone’s armpits and thought, "God, she needs to moisturize"? Exactly.