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Dove Soap = Sexist?

August 6, 2010 Leave a comment

During a recent episode of Mad Men a Dove soap commercial aired that was meant to replicate the Mad Men era. The commercial shows to businessmen talking about advertisements for Dove, while an attractive secretary walks in with coffee and proceeds to lay out a perfect ad campaign on the fly…”earning” the male execs a round of golf for “their” hard work. The sexism in the ad is apparent (female secretary, the idea being used by the male figures as their own, secretary bringing coffee and having to apologize for speaking, etc). Backlash has occurred with people claiming that an commercial like this one is in terrible taste, even if it is replicating the show it is airing during.

I for one think people need to lighten up. The commercial is obviously meant to be taken with a grain of salt and is not at all serious. Dove is not trying to portray themselves as a sexist company, and the commercial is done with enough over-the-top sexism that it should be plain to see that it is not serious.

What do you think? Is Dove crossing the line, or riding it perfectly?

Categories: commercial, Dove