Ogilvy & Mather is hoping that their latest campaign for Dove might garner them the viral play and accolades last year's "Real Beauty Sketches" did.
The new campaign, which takes the form of another social experiment guided by psychologist Dr. Ann Kearney-Cooke (who is known for treatment of eating disorders and unhealthy body image), invited women to wear a "beauty patch" for two weeks. They told the women that it would help them "feel more beautiful." Later, they were asked how they felt -- all of them said wearing the patch helped improve self-esteem. Of course, the patch contained nothing.
While the film is nicely shot, you do have to wonder at the veracity of the campaign -- after all, who would believe someone that told them that such a thing as a self-esteem patch even existed?