Yes, I get it everybody loves Mad Men, so really, it's no wonder that a soap should advertise on what is arguably the best soap opera going. Sorry, drama series. And hey, someone had an idea, wouldn't it be funny if they did the ads in "Mad Men" style? Set in a fake "Mad Men" agency in that era?
They're not doing this just for Dove, Unilever has done ads like this for to be followed by Breyers, Hellmann’s, Klondike, Suave and Vaseline. All of the vignette-style commercials are being produced by Mindshare Entertainment.
But it's the Dove one that I find a little too jarring. We're talking about Dove, the brand that attempts to give power back to women, the brand that is featured in About Face's gallery of winners, the brand that wants to install self-confidence in your daughters with the Dove movement.
And here the woman is - as usual in the Mad Men universe - a humble coffee-serving secretary, with all the bright ideas, and none of the credit.
Yeah, it doesn't really sit right with me. Not for this brand, anyway.
All the ads take place at the fictional agency Smith Winter Mitchell, which like Mad Men's Sterling Cooper Draper Pryce is situated somewhere on Madison Avenue in 1964. Each one of the retro-ads is then followed by a modern ad for the same product. Looking forward to seeing how the unnamed secretary (Nancy) feeds the creative team - copywriter, Phil Smith, and art director, Tad Winter - ideas for Bayer, Suave, Vaseline and Klondike bars as well.