We always thought it was funny that Unilever would champion girls’ self-esteem via Dove (courtesy of Ogilvy) and premit mass objectification of lusty ladies via Lynx/Axe (courtesy of Bartle Bogle Hegarty).
Boston’s Campaign for a Commercial-Free Childhood is less amused.
“The hypocrisy is Dove positioning itself as a brand that cares and is trying to teach girls to resist this messaging,” said associate director Josh Golin. “At the same time Unilever, in the form of Axe, is putting out some of the worst messaging there is.”
Our take? Unilever’s just a parent company.
Brands — and the agencies they hire — have lives of their own. Instead of policing its companies and controlling their content (consider Wal-Mart), at least there are positive messages going out alongside the negative ones.
Given the opportunity to choose, people who see all the options have an amazing ability to pick the message that suits them.
And it’s not like Unilever’s the only company guilty of said “hypocrisy.” How does BET get off showing naked, sweaty, gyrating women in music videos all week long, but broadcast gospel music — choirs and all — on Sundays?
Because it knows its demographic. That’s right: the average BET watcher probably can watch music videos and enjoy gospel on Sundays without thinking twice.
People are guilty of the same “moral inconsistency” that Unilever’s getting staked for. But is it really hypocritical, or is it part of being a multi-faceted person whose morals simply aren’t always guided by brand messages?
And the same mom, touched by Dove’s wise branding message, might buy Dove shampoo for her young daughter, but permit her teenage son to use Axe deodorant. She may never consider that action hypocritical.
Do you?
