Craigslist's Craig Newmark is a Dove fan
Ogilvy & Mather's work for Dove has found another fan: Craigslist founder Craig Newmark. Speaking at a Columbia University panel, Newmark said the “Campaign for Real Beauty” campaign works because it tells a simple truth about the beauty industry. He even has a suggestion for an ad: buy a placement in Vogue that would simply read, “This magazine is a lie.” Mike Hemingway, the global managing director at Ogilvy who was on the same panel, wasn’t quite ready to take him up on his idea. Questioned about the possible hypocrisy of one Unilever brand acting high and mighty while another, Axe, gets down and dirty, Hemingway admitted it’s a “fair question.” At the same time, he pointed to the scoreboard: Dove’s uplifting videos got about 14 million views, while the backlash got 14,000. But actually, the figures are a little different—the backlash video has 103,000 views.
—Posted by Brian Morrissey
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February 8, 2008 in Morrissey | Permalink
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Comments
I recently say Craig Newmark speak at Pubcon in Las Vegas back in December. This man is a really great speaker, gets his points across in a very decisive manner. I really liked his keynote speech and he even stood around and talked with all of us later on.
Him pointing out the Dove commercial and making that suggestion is so on point with his personality and also getting to the heart of a matter. The Dove approach to using the internet and social media is something to be modeled after - its kind of sad that big media magazines just still don't "get it".
Thanks for posting this! :)
~Li
Posted by: Li Evans | Feb 11, 2008 11:20:11 AM
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