Unilever's Dove today breaks the latest video in its Campaign for Real Beauty in 70 countries -- showing the results when women are given the choice to walk through doors marked "beautiful" or "average."
Of course, in what should by now be a predictable result, and despite more than a decade of persuasion by Dove to the contrary, most of the women choose "average." In a 3:47 mini-documentary from WPP's Ogilvy & Mather, Chicago, and director Paul Dektor -- shot in San Francisco, Delhi, Shanghai, London and Sao Paulo – they disicuss why.
"Beautiful to me, it's way too far out of reach," says one of the Chinese women. But in London, a mom pulls her daughter reluctantly through the "beautiful" door. The Delhi portals look a bit like airline security checkpoints -- suggesting that were the experiment in an actual airport, choosing beautiful might speed screening significantly.
The point, according to a Dove spokeswoman from PR firm Edelman, is that "feeling beautiful is one of those choices that women should feel empowered to make for themselves every day." Though Dove's research finds 96% of women globally don't choose beautiful to describe themselves, 80% believe that every woman has something about her that is beautiful.
To riff on the #ChooseBeautiful video, Dove is also launching a Tumblr page as a hub for related content, including behind-the-scenes footage and interviews with the women featured.