Dove has experienced a massive hit with its “Real Beauty” campaign, but a billboard slated to go up in New Jersey this summer takes a slightly different tack.
The ad, which promotes Dove’s newest deodorant line, displays the following copy:
Dear New Jersey,
When people call you “The Armpit of America,” take it as a compliment.
Representatives from Dove’s parent company, Unilever, are confident that consumers will understand the ad as an attempt to encourage women to flaunt their underarms.
The New York Times
sought out someone who took a bit of offense to the as-yet-unpublished ad.
[RELATED: Get advanced writing and editing tips from Mark Ragan and Jim Ylisela!]
Jen Drexler of the Insight Strategy Group took issue with Dove inventing the problem of ugly underarms in the first place, and also defended her native state. “It just feels unnecessary and like it’s kicking New Jersey when it’s down,” Drexler told the Times. “Give us a break.”
What do you think, PR Daily
readers? Is the billboard a cheap shot?
Dove has opted not to put up the billboard, USA Today reported Wednesday
"We take feedback from our community very seriously and have decided that we will not be running this billboard advertisement," Unilever said in an email statement to the Associated Press. "We did not wish to cause any misunderstanding and apologize for any offense."