• Change The Rhyme, Change the mind: The new Dove commercial

    The new Dove commercial #ChangeTheRhyme is making rounds on the Internet and frankly, I’m not surprised by the traction it has received. Commendable concept by the creative team and the production house that pulled it off.

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    This new TVC is about 3 minute long and narrates the “Chubby Cheeks” nursery rhyme in loop throughout the video. The only dialogue per se in the ad is that of one word, i.e. “No”.

    Chubby cheeks,
    Dimpled chin,
    Rosy lips,
    Teeth within,
    Curly hair, very fair,
    Eyes so blue, lovely too,
    Teacher’s pet, is that you?

    While all of us are familiar with this rhyme, we can surely see how it showcases a particular kind physical appearance for young girls. This is something that is taught to little kids in school. I don’t think there’s anything wrong with this nursery rhyme by the way, nope. It is completely okay to have chubby cheeks, and dimpled chin with rosy lips and curly beautiful hair. The only problem is when society “promotes” only one kind of a beauty.

    Also read: Breaking away from conventions: The new wave of bold commercials

    The TVC in a way shows that women do not need to comply to a set standard of physical appearance that defines beauty. Scars, wounds, sweat, success, and failure too is beauty as these are stories about you that make you the person that you are. If you are muscular, you damn well are and you damn well cherish that about you. Don’t let anyone tell you otherwise. A message like this coming from a beauty brand is a pleasant and welcoming surprise.

    Feature Image Credit: youtube.

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