Dove infiltrates other brands' casting sessions to promote 'real beauty' across the industry

The company covered the talent fee for the actors and models chosen to appear in other brands' ads

Published On
Mar 23, 2021

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In 2019, Dove continued its mission to promote a more diverse notion of beauty in media and advertising by partnering with Getty Images, Girlgaze, women and non-binary talents on Project #ShowUs, a library showcasing an array of models that don’t fit in the “traditional” mold. The effort so far has seen 2,000 companies from more than 50 images download images from the collection.

Now, the brand heads straight into commercial casting calls.

In a new campaign with Lola MullenLowe Madrid, the brand worked with various independent casting agencies to get diverse female talents into commercial auditions for major brands—and then offered to pay the fees for the talents if they were cast in the ads. The initiative saw the actors landing roles in spots for Nedbank, Krispy Kreme, Magnum and more. 

“By giving brands and companies the tools to show a more diverse representation of beauty, we are helping to change the way women are represented, which is proven to have a positive impact on how confident women feel in their appearance,” said Sophie van Ettinger, Dove global vice president, in a statement.

"This project really drove home how difficult it is to promote real beauty in advertising,” added LOLA MullenLowe Madrid Executive Creative Director Tomas Ostiglia. “Even when offering Dove’s real beauty women to brands at no cost at all. Hopefully this campaign will encourage many more to genuinely do something about this problem.”