Dove isn't the only beauty care brand to wrap its sales pitch in women's advocacy language.
Pantene, a Procter & Gamble brand (Dove is owned by rival Unilever), has released the above ad in the Philippines. The 60-second spot shows how women and men are labeled differently. For instance, a man is the "boss," but a woman in the same role is "bossy." A man grooming himself is "neat," while his female counterpart is "vain." And so on.
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The point is underscored by a haunting rendition of Tears for Fears' "Mad World."
Pantene's U.S. advertising isn't nearly as bold. Those ads feature celebs like Zooey Deschanel and Eva Mendes, who talk up their shiny hair and the need for beauty sleep. Given the success of this Filipino ad -- it's up to 2.5 million views and counting -- maybe the brand should reconsider its approach.