2008 Woodie Awards
Tounge in Cheek: Pen in Hand
Jennifer Gabrielle
Issue date: 4/20/06 Section: Features
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I don't usually fall for ads, especially not when they make ridiculous promises. I refuse to believe that one spoonful of dish soap is powerful enough to combat a sinkful of dirty casserole dishes or that a candle can dissipate its scent through an entire house. Just because they say it, doesn't mean it's true.
However, there are certain companies I trust. Dove is one of them. I've been using their soap and deodorant for years, and I even prefer their chocolate to most. When Dove introduced a line of lotions, I practically jumped at the chance to try it.
Most recently, Dove has come out with a new, improved deodorant. That should have been my first warning sign. "Ultimate Clear," it's called. "Stays on skin, not on clothes." Sounds great, right? As part of Dove's "Campaign for Real Beauty", the commercial features ordinary women speaking candidly about underarm issues, as ordinary people are wont to do. After talking about how well the new deodorant works, the women are asked to turn their shirts inside out and prove it.
The women, of course, being ordinary as they are, hesitate to do such a thing, especially "not on camera." Fortunately, the general public is spared the visual of real women changing - heaven forbid we catch a glimpse of ourselves - and the women return from the bathroom showing no signs of deodorant marks on the inside of their shirts. Amazing.
I ran out of deodorant a few weeks ago and stopped by CVS to pick up a replacement. Faced with the choice, I actually shelled out two extra dollars to try the ultimate - Ultimate Clear, that is. The pinnacle of underarm care. The packaging itself even looks different, a pearly, shimmery plastic instead of the usual plain white - a new look for a new level of clear.
Normally, I put on my deodorant after I get dressed to avoid getting white marks on my shirt. But the first time I used the new deodorant, I figured I had nothing to worry about, so I put it on before the shirt. After all, my Dove soap cleans me, my Dove chocolate delights me, and my Dove lotion moisturizes me; I had every reason to expect the new deodorant to follow suit, protecting me from the evils of white smears on shirts.
However, there are certain companies I trust. Dove is one of them. I've been using their soap and deodorant for years, and I even prefer their chocolate to most. When Dove introduced a line of lotions, I practically jumped at the chance to try it.
Most recently, Dove has come out with a new, improved deodorant. That should have been my first warning sign. "Ultimate Clear," it's called. "Stays on skin, not on clothes." Sounds great, right? As part of Dove's "Campaign for Real Beauty", the commercial features ordinary women speaking candidly about underarm issues, as ordinary people are wont to do. After talking about how well the new deodorant works, the women are asked to turn their shirts inside out and prove it.
The women, of course, being ordinary as they are, hesitate to do such a thing, especially "not on camera." Fortunately, the general public is spared the visual of real women changing - heaven forbid we catch a glimpse of ourselves - and the women return from the bathroom showing no signs of deodorant marks on the inside of their shirts. Amazing.
I ran out of deodorant a few weeks ago and stopped by CVS to pick up a replacement. Faced with the choice, I actually shelled out two extra dollars to try the ultimate - Ultimate Clear, that is. The pinnacle of underarm care. The packaging itself even looks different, a pearly, shimmery plastic instead of the usual plain white - a new look for a new level of clear.
Normally, I put on my deodorant after I get dressed to avoid getting white marks on my shirt. But the first time I used the new deodorant, I figured I had nothing to worry about, so I put it on before the shirt. After all, my Dove soap cleans me, my Dove chocolate delights me, and my Dove lotion moisturizes me; I had every reason to expect the new deodorant to follow suit, protecting me from the evils of white smears on shirts.
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