Dove’s “Onslaught” with great music

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Dove’s new advertisement “Onslaught” launches today… it’s a fantastic bit of advertising with a message I can’t wait to show my daughter. Dove’s agency, Ogilvy & Mather Worldwide, was showered with well deserved kudos for their previous spot, “Evolution”, and this advert is a worthy followup.

Featuring music from the (now-defunct) band Simian, the energy and attitude of the track provide a tasty counterpoint to the Dove brand as a whole and steers the non-conformist message (much like the atmoshperic and classically influenced drum n bass of the “Evolution” spot).

The song La Breeze, with the lyrics “here comes the breeze that’ll blow you away,” has also been featured in a Peugeot commercial. The musical geneology of Simian can be followed through to their current incarnation, Simian Mobile Disco, formed in the wake of the original band’s breakup.

Grab a copy at Amazon, or listen to the full song featured in the ad here :

I wish all advertising were this well conceived, executed, and backed by such inspirational musical choices. I think Ron Knoth gets it right in his post at Retail Design Diva :

The Dove advertising is unique among controversially based ads, as it actually sells product, enhances the corporate identity and helps to contribute the cultural debate about self-images. Kudos for Dove for knowing who their customers are; for not being afraid to take a stand; for having confidence in their product and the American public. Dove is authentic, honest and relevant. Doves’ advertising is so cleverly covert, in as much as it makes you feel like you’re doing something good for the world by washing your face.

A great job, and cheers to Ogilvy & Mather! [dh]