Dove and Amateur Commercials
Dove, the brand behind the Dove Evolution Video and the Campaign for Real Beauty, have launched their latest online effort with a call for users to make their own commercial that will air during the Oscars.
To help those who have never touched video in their life, part of the system is easily available tools and assets to create your own using video, graphics, fades etc from the gallery provided. You are not just restricted to the Dove assets though; if you wish you can make your own. They give you enough samples to inspire your thoughts.
The judging is all done by a panel of experts (no visitor voting) and the ad will be judged on
#Originality and Creativity - 30%
# Adherence to Creative Assignment - 40%
# Overall Appeal - 30%
They don’t guarantee the ad will be shown during the academy awards - if none of them are deemed not good enough it won;t be shown then but will be at a later date. The three finalists also get a trip to LA to watch the awards - but they won’t be serving alcohol (you can watch the Oscars without alcohol???). The finalists also get to lose all rights and interest in their work, which seems to be a common trend in these competitions.
So Dove follow in the footsteps of Chevy Tahoe, the NFL, Kayak and others in asking users/viewers etc to make an ad for TV display. Success of these have been varied with Chevy in particular getting a publicity for the wrong reasons as people used the tools provided to make anti car ads. As a product, Dove will have it’s detractors but it’s a matter of balancing risk of negatives vs the positives of letting your users into the process and deepening their relationship with the brand. They can also get an ad and exposure for ‘free’ - or at least the cost of developing the campaign and the website and paying for the prizes. Just the creators do not get paid.
Related Stories
POSTED IN: Consumer Packaged Goods, TV, User Generated Content
0 opinions for Dove and Amateur Commercials
No one has left a comment yet. You know what this means, right? You could be first!
Have an opinion? Leave a comment: