Dove antiperspirant’s new ad campaign is deftly trolling Pres. Donald Trump’s administration and chief White House counselor Kellyanne Conway with “alternative facts” about their product.
As Mediaite.com noted, Conway coined the term “alternative facts” to describe the lies that Press Secretary Sean Spicer told about the president’s inauguration during his first press conference from the White House briefing room.
Dove took out two-page spreads in The Guardian and the Times of London to promote its new antiperspirant with “facts” like:
New Dove antiperspirant will raise your I.Q. by 40 points.
New Dove antiperspirant was first used by Cleopatra.
New Dove antiperspirant will boost your WiFi signal.
New Dove antiperspirant rhymes with orange.
New Dove antiperspirant makes the lift arrive when you feverishly press the button.
New Dove antiperspirant knows a guy who can get you on the guest list.
Tham Khai Meng — Dove’s global co-chairman — published a link to the ads on Twitter and said in an email message, “Brands live in a world of accountability. And that’s a good thing. To see one respond so swiftly with an #AlternativeFact moment, done gently and with a smile, reminds us of that.”
Dove — which is owned by Unilever — has dabbled in social commentary before with its Real Beauty campaign, and the Dove Self-Esteem Project, which seek to counteract the negative body image messages that women receive from the beauty industry.