According to an article in USA today Dove is planning an unusual Super Bowl appearance - "An inspirational ad from the beauty products maker (that) aims to raise girls' self esteem with the message that real beauty comes in all shapes, sizes and colors."
The article continues: "Dove is betting that the estimated 90 million viewers who'll tune in to ABC's Feb. 5 broadcast will notice the multiethnic ad as an interesting change of pace from monkeys, celebrities and flatulent horses. The risk is that the effect is akin to the proverbial jerked needle on the record putting a screeching halt to the party mood of Super Sunday."
Dove marketing director Philippe Harousseau just wants to stand out from the 50 other advertisers. He explains "most American people will probably not expect to see an ad about self-esteem in the Super Bowl. The decision to invest the money is in line with the strategic commitment we are making. ... There will be surprise, and we anticipate that this will be an element of provoking a debate."
Here's a link to a January 27th press release about the campaign from Dove that describes the spot in more detail: "The heart-tugging 45-second spot, created by Ogilvy & Mather and airing
during Super Bowl XL, draws attention to the issue of self-esteem. It suggests
ways adults can make a difference in how girls feel about themselves.
Self-esteem issues will be brought to the forefront as the public will hear
little girls speak big truths about their feelings. All throughout the spot,
the voices of the members of the Girl Scouts of Nassau County Chorus from Long
Island, New York can be heard singing a version of 'True Colors.' "
Interestingly, there will be experiential complements to the broadcast creative (aka pushg marketing) - including live chats will be held on live chats with notable self-esteem experts, Wal-Mart "Self-esteem Week," in 1,500 of its stores (Feb.7, 8 and 9) and self-esteem programming developed by uniquely ME! that will be brought to life in more than 300 college campus communities by the national Kappa Delta sorority.
We'll know the Monday after whether or not Philippe bet correctly. My prediction: at least as much buzz for this spot as for last year's Go Daddy "my bikini top almost falls off while I'm testifying in front of congress effort." 
You remember it - apparently GoDaddy CEO Bob Parsons is gearing up for another doozy, and the NFL powers that be are spooked (read the latest in today's AdWeek article (reg. req'd).
What do you guys think? Smart or crazy to veer from the tried and true Super Bowl advertising playbook?
Click here for our post about the Dove campaign from back in July, and here for our recent post about advertising on the Super Bowl. And here's a link to another article, this one from Brand Republic (reg. req'd).
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