Dove Ad Campaign Attacks New Jersey - My9 New Jersey

Dove Ad Campaign Attacks New Jersey

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Trenton, New Jersey (My9NJ) - As socially aware citizens of New Jersey, it’s no secret that our state has been called a lot of things. But what happens when a major corporation draws up an ad campaign that refers us as the "Armpit of America"? To many women's dismay, that's exactly what happened with the release of a new campaign by Dove that has left many offended to the point where new counter ads are being formed in order to combat this controversial message.

In the initial ad campaign made by Dove, the company attempted to promote the idea that armpits are a beautiful thing on the body and that it’s also a place where women should take the time to keep healthy and hygienic. Although this is a good message in terms of hygiene, it's what Dove wrote on the side of their advertisement which is stirring up controversy.

The advertisement states: “Dear New Jersey, when people call you "The Armpit of America" take it as a compliment. Sincerely, Dove.”

Melisa Tropeano LaTour and Jennifer LoBianco of MTL Communications and 8 Fold Works have joined forces in order to combat this message with a new ad campaign that promotes the strength of New Jersey women and how our state is more than just an armpit.

“Basically I'm always looking for different types of advertising and ran across the billboard campaign that was gonna run and said this was totally irresponsible. So I responded to them on Facebook and they actually said they were pulling the campaign. I said well that's great, but you know what, it’s about time that we produce a positive video about New Jersey women," LoBianco explained.

"We gathered all of our resources and we got our production going. We got real women that are in the video showing what they really do. The point of the video is to show the world who a New Jersey woman really is," LaTour said.

No matter what public influence any of these campaigns have on the perception of New Jersey, it’s easy to say that New Jersey women are outspoken enough to defend the good name of the Garden State.

If you would like to watch the campaign ad made by these two women, you can see it posted on Facebook.com/ChasingNewJersey.


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