Dove has been so successful on its mission to get women to love their bodies, the brand is now turning its attention to their hair. It's a well-known fact that many women with curls hate their hair: as this new spot by Ogilvy Paris tells us, research shows only four out of ten girls think their curly hair is beautiful. So, Dove is starting with the kids and trying to encourage them to embrace curly.
Like the agency's previous spot Legacy, which also centered on daughters and mothers, the film begins documentary-style, interviewing the kids on their feelings about their curls. It then turns to the moms, pointing out that girls are seven times more likely to love their curls if those around them do. After some (somewhat cheesy) scenes of mother-daughter-curly bonding, the little girls and moms are taken to a surprise party, where a band performs a specially-composed song about loving your hair. It culminates with scenes of everyone singing and dancing happily, now (apparently) in love with their curls.