When did you start hiding from the camera? This video shows women of all ages who duck, giggle, hide behind books, purses pillows and pull their hair in front of their faces. Women who run away, who are startled when the camera finds them, women who don't want their face on film. And then there's the young ones. The little girls. When did you stop?

The insight is spot on, and the execution is a delicate balance. We feel it's friends footage, and then we see the little girls. And we remember.

Once again, well done Dove.

ad agency: Ogilvy & Mather , London

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Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has worked in New York, London, Amsterdam, Copenhagen and Stockholm.