https://www.youtube.com/watch?v=3sFSelSVFlo
In Dove Chocolate’s new ad campaign, its heroine lives an entire life within a single day. Strange and strangely compelling. Via Adweek:
“Edith Piaf’s lyrics of enjoying life without regret are as true today as they were when she first performed the song,” says brand director Kerry Cavanaugh. “We all need to be reminded to take a moment to savor life’s everyday pleasures, big or small, like unwrapping and enjoying the signature taste of Dove Chocolate.”
We do that with Reese’s. Hope Dove doesn’t mind!
What’s pleasant about “This and Every Day” is that it isn’t trying to find the best possible speech to get our minds right (recent work from Unilever’s Dove, the beauty brand, comes to mind—though there’s no relation to Dove Chocolate). It’s a small, emotional glimpse into a life punctuated not by battles or benchmarks but by small delights—a game of darts with friends, cutting your own bangs (a dangerous pastime), skateboarding down the street, eliciting smiles from strangers, chocolate.
The woman isn’t conventionally pretty, but neither is she unconventional. She’s slim and smiling, the way a lot of people think (and will often say) women should be as they go about their business in public. And it’s true that all the passersby she charms—teetering over bannisters, gliding into buses and skipping through protests—are men and boys. Some vestige of a male ideal lingers here, thick but insidious under the tale of a free feminine spirit.