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ANDY Awards

Creative Award
New York, United States
Dove - "Toxic Influence (131s)" by ANDY Awards 2023

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TitleToxic Influence (131s)
Agency
Campaign Toxic Influence
Advertiser Unilever
Brand Dove
Date of First Broadcast/Publication 2022 / 4
Product Dove Masterbrand
Business Sector Hygiene & Personal Care Products
Story Shot in documentary style, this short film explores and subverts the deepest of emotional bonds – between mothers and their daughters – by using cutting-edge deepfake technology to put the words of toxic influencers into the moms’ mouths. Showcasing the shocked reactions of the moms and daughters, and depicting the uncanny deepfakes of horrifying toxic trends like teeth filing and ‘baby botox’, the film dramatically demonstrates the danger of toxic influencers and the toxic beauty advice girls are exposed to. It culminates in a rallying call that inspires parents to join Dove’s mission to raise the self-esteem of millions of girls.
Media Type Case Study
Length
AI Description The Dove 'Toxic Influence' ad presents a powerful message about the dangers of toxic beauty advice that young girls encounter on social media. Using groundbreaking deepfake technology, the ad places harmful words spoken by influencers into the mouths of trusted mothers, creating shock and disbelief among daughters. The ad highlights alarming beauty trends like teeth filing and 'baby botox'. With evocative visual and audio storytelling, the ad urges parents to engage in conversations about self-esteem and beauty standards. This documentary-style presentation reveals genuine reactions and culminates in a call to join Dove's mission to empower and protect young girls.
Production Company Smuggler
Media Agency Mindshare North America
PR Agency Edelman Worldwide HQ
Agency Ogilvy UK