Dove's latest campaign is inspired by the "Mannequin Challenge," the popular meme in which people in offices and workplaces stand statue still as a camera moves around them.
In a twist that fits with its "Real Beauty" strategy, Dove's version turns the concept on its head so that the women question whether the mannequins should look more like them. The "real" women featured, of all shapes, colors sizes, and including one mom-to-be, are frozen in somewhat disapproving poses looking at the stick-thin mannequins, and half way through, a woman holds a sign asking "Let's challenge mannequins to look more like us."
The video is running online this week in countries including the U.S., U.K., Canada, Brazil, Australia and New Zealand. It was created by Ogilvy London and produced by The Smalls.