Dove "Purpose" by Ogilvy UK

Dove puts armpit anxiety to bed with the brand's first purpose-driven campaign.

The spot celebrates 13 women's approaches to their underarms, from armpit tattoos to brightly bleached pits, to quash the idea of a body maintenance "ideal". Live across social and digital channels, the work embraces armpit scars, glittery festival pits and dark marks, emphasising "everyone is normal and everyone is different".

It was written by Ollie Jarrott, art directed by Matt Nankivell and directed by Lisette Donkersloot through Caviar.


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