“Joy Is The Best Makeup!” Dove To Flood Your Facebook Page With Warm, Fuzzy Affirmations
5:30 pm, April 25th | by Amy Tennery
A new ad campaign from Dove aims to fill your self-esteem to the very brim by blocking “negative” Facebook ads with a series of live-affirming ads, featuring aphorisms like “the perfect bum is the one you’re sitting on” and “joy is the best makeup.”
(Note: None of the Dove affirmations claim that “joy is the best Intensive Firming Cream With Seaweed Extract and Elastin-Peptides.”)
In the video below (which we found over on AdWeek) Dove Australia explains that Facebook is loaded with negative messages — in particular, those sketchy ads that sit on the sidebar of the screen. They’re the ones that tell you you can lose 20 pounds of body fat in a week, while simultaneously doubling your cup size. You know, the ads that no sane person takes seriously or would ever click on? Yea, those.
So the new Dove Australia app, “The Ad Makeover,” lets you get rid of those, to an extent, by sending out cheerful, perky messages to appear in their place on millions of women’s Facebook pages. So instead of “Firm Up Fast!” it’s “Yay! You’re Great And So Is Your Face! Be Happy! NOW.” (Made that last one up, for the record.)
Now if only Dove could fix all the other incredibly depressing things about Facebook.
Check out “The Ad Makeover” here: