Continuing on the nudity theme, I have been intrigued by a recent Dove TV ad – a very short spot that does little more than tease the website for Dove’s new Pro Age skin and haircare products. I had to dig a little to discover that the FCC had banned the full ad, which features a series of nude (tastefully posed), 50-something women embracing their maturity. The spot is an extension of Unilever’s ongoing Real Beauty campaign for the Dove brand.
My observation has nothing to do with why the ad was banned, but the fact that Dove decided to run the edited spot that simply lists the URL, where you can see the full commercial and join the pro-age conversation. It’s the clearest sign yet of the incredible pace of the crossover from broadcast to Internet advertising: the only purpose of the TV spot is to drive traffic online. We will see more of this, for reasons that have nothing to do with the FCC.