Pierce Mattie Public Relations New York & Los Angeles

I think I stand alone in thinking that Dove sales might not go up after the launch of their ‘girl scout’ commercials during Superbowl. Though Ogilvy & Mather without question created an amazing ad. And again, they will get credit for it. It will be viewed as ‘art’ in broadcast world. But the bottom line is just that, the bottom line, will it drive women to purchase Dove? Where do I think their commercials should be played repetitively, Lifetime TV, Oxygen Network and of course Nickelodeon. Maybe I am thinking too much inside the box of sales. Many of my lady friends have said in defense that they watch the superbowl. But honestly and I know I am going to get a ton of slack for saying this, they are usually in the kitchen cleaning, serving drinks or chasing the kids around the house.

The ad will run February 5th and hit an estimated 90 million viewers. Unilever the parent company of Dove paid a reported $2.4 million each for 60 half-minute ad slots. The good news is that the campaign will draw awareness to their self proclaimed charity; Dove’s Self Esteem Fund that already has 3 million in the bank. This is a multi-year effort for real beauty. I wonder, wouldn’t viewers rather see Miss Jackson’s nipple all over again? I do applaud this entire campaign, don't get me wrong. The not so perfect women in the ads, the charity, the multi-cultural outlook, the real people, etc. It's puling at my heart strings every time my eyes catch a glipse. But when I buy my soap, I guess I want to escape and feel like a Dior girl, not a housewife. That's just me though. Time will tell, if their soap sales go up. My favorite commercial by far is the Gwyneth Paltrow look a-likes wearing wigs and then ripping them off to buy Dove shampoo. (do you think Estee Lauder got that one? They still boast her in those Pleasure ads)

Keep in mind that I think alone. The Pierce Mattians at this agency during our morning meeting voiced a different opinion. You will hear from them shortly.