While Dove is renowned for fostering self-esteem in women through its decades-long “Real Beauty” campaign, Unilever’s beauty brand has begun connecting with customers on a different wavelength: music.
Hot on the Y2K renaissance and borrowed nostalgia, Dove has once again reworked an early-2000s classic, with a remix of The Pussycat Dolls’ 2005 pop hit “Don’t Cha.” It follows last year’s infinitely cleaner version of Khia’s “My Neck, My Back.”
“Let Your Body Body Vol II” is shot in the style of an early-2000s dance track. Set in London at Wembley Stadium’s famous pink parking garage, the ad captures a group of real women in vibrant sportswear dancing together confidently in a well-choreographed routine.
As the ladies lavish their bodies with Dove’s Alcohol-Free Whole Body Deo, the track in the background suitably says: “Don’t cha wish your girlfriend smelled hot like us? Don’t cha wish your girlfriend smelled fresh like us?”
The song was written, recorded, and performed by Nashville-based singer-songwriter Molly Grace.
“Let Your Body Body Vol II” debuted on Feb. 1 during the 68th Annual Grammy Awards, of which Dove is an official partner.
Move into music
In tune with Dove’s newfound commitment to music culture, Dove launched a partnership with the Recording Academy (the organization behind the Grammys) earlier this month, as part of its “Let Your Body Body Vol II” campaign and its Hot Seats initiative.
Driven by a demand for real-world connections, Hot Seats gamifies ticket grabs for in-demand music events and equips fans with a can of Dove Whole Body Deo to keep them fresh as they dance.
“Music is a natural space for Dove because it intersects with confidence and self-expression, values that have always been central to the brand,” Divya Raghavan, senior brand director, Dove Innovation and Equity, told ADWEEK. “It also gives us a way to address a real issue at live events – body odor – without shame or stigma.”
