If you were faced with two doors to a shopping center, one labeled “Beautiful” and the other “Average,” which would you walk through?
In its latest inspiration-via-advertising campaign, Dove set up labeled entrances in Shanghai, San Francisco, London, Sao Paulo and Delhi, and filmed the results.
Two doors labeled BEAUTIFUL and JUST KIND OF OKAY. WOMEN approach, hesitate, proceed.
MAN: Excuse me! Why did you choose the door marked "Just Kind of Okay?"WOMAN 1: It's closer.MAN: But don't you see how beautiful you are?WOMAN 1: If I don't get this dropped off and make this call and pick up my kids in the next twenty minutes I'm screwed, so --MAN: But beauty is a spectrum...WOMAN 1: Dude seriously if you don't move I will end you.MAN: Go ahead. --But you're beautiful. --Never mind, didn't say anything. --But you are.
* * *
WOMAN 2: I choose neither.MAN: You have to choose one.WOMAN 2: Why?MAN: -- Dove says so.WOMAN 2: Dove--? Is this like, what, a soap commercial?MAN: It's -- no, it's a consciousness-raising kind of --WOMAN 2: That's like a big corporation or something, right? Who makes that, Procter and Gamble?MAN: Noooooo!... Unilever.WOMAN 2: This is bullshit, I'm going in one of those doors over there.MAN: --They're out of order.WOMAN 2: That person just went through one.MAN: Well. She -- is not beautiful. On the inside. That is her cross to bear.
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WOMAN 3: Those are the only choices?MAN: They are!WOMAN 3: What about other stuff, like "smart" or "powerful" or "resourceful" or "funny?"MAN: That would be, uh, too many doors. We're operating on more of a binary--WOMAN 3: I'm going to a different building.MAN: But you're -- you're so beautiful!! Why can't you see that like you're supposed to??
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WOMAN 4: Do you have a door labeled "Unwitting Pawn in a Calculated Marketing Scheme?"MAN: That... would not fit on the sign.
* * *
The Man has a table set up with two choices: a beautiful doll or a pile of shit.
MAN: Excuse me! Take a look at these choices... which one would you say most resembles you?WOMAN 5: Neither.MAN: But if you had to pick.WOMAN 5: I don't.MAN: But if you had to.WOMAN 5: I guess -- the doll.MAN: And... congratulations. You... have acceptable self esteem. I mean: you passed the test.WOMAN 5: Who are you people?MAN: We're people who care about how beautiful you should think you are. ...And, and what soap you use.
* * *
The doll and the shit are hidden under boxes.
MAN: Just pick one. No peeking.
WOMAN 6 picks -- they remove the box; it's the shit.
MAN: Ohhh, oh no, no! How poignant and achingly sad! Why did you pick the pile of shit? Do you not know how beautiful you are?WOMAN 6: It was under a box, I didn't know what it--MAN: You have so much unconventional beauty and you owe it to society to recognize that.WOMAN 6: Yeah, I know, I look pretty good. Why do you have a pile of shit? Who had to go and collect that?MAN: I'd rather not say.
* * *
Man with a SKETCH ARTIST.
MAN: Excuse me, miss, would you do me a favor and describe yourself to this man?WOMAN 7: Why?MAN: So he can draw you.WOMAN 7: Why?MAN: So you can see how you're a failure at feeling good enough about yourself and get a little cry-y and change your ways.WOMAN 7: How long is this gonna take?MAN: Not long.SKETCH ARTIST: About forty, fifty minutes.MAN: Not that long.WOMAN 7: And you're, what, a portrait artist?SKETCH ARTIST: Naw, I mostly draw people who've disappeared violently or who are suspected of crimes.
Woman 7 leaves.
MAN: Crimes like HURTING US ALL BY NOT BEING CONFIDENT ENOUGH, OF YOUR, YOUR BEAUTIFUL, Y'KNOW --SKETCH ARTIST: You still want me to draw them like piles of poop?MAN: There's gotta be a better way to sell f'ing soap.