Unilever's Dove is joining the growing ranks of brands enlisting
consumers to do the work their ad agencies once did. It's asking "real
women" to create TV ads to run during the Academy Awards on ABC Feb.
In an e-mail today to members of its online relationship-marketing
program, Dove began seeking entries for a 30-second ad to promote a new
product, Dove Cream Oil Body Wash.
The e-mail directs people to DoveCreamOil.com, a site hosted on Time
Warner's AOL, which provides online tools, artwork, photos and music
for creating ads, and also allows consumers to upload their own files.
"You don't need any special skills or experience," the e-mail says.
Actress Sara Ramirez is also touting the program on tonight's "Access Hollywood."
Three finalists will win trips to a private Academy Awards viewing
party in Los Angeles, and the winning spot will run during the Academy
Awards broadcast. The contest is open only to women and, of course,
only to amateurs.
WPP Group's Ogilvy & Mather, Chicago, handles creative for the
brand, and MindShare, New York, handles media. Independent Edelman
Worldwide, New York, handles public relations.