Dove soap launches new ‘inclusive’ advertising campaign in New York titled ‘The Pits of New York.’

Does this make you want to buy Dove products?

📸@pauldrossi pic.twitter.com/IShHUZA0rZ

— Oli London (@OliLondonTV) October 16, 2023

Developed by ad agencies David New York and Ogilvy UK, the poster campaign features photos of women showing off their underarms with the flagship image featuring a morbidly obese woman with hairy armpits.

The posters all included a factoid claiming “6 in 10 of us admit to judging other women’s armpits.”

“Let’s change that. #freethepits with Dove,” the ads encouraged.

[#FreethePits << #FreetheNipple, although your mileage may vary, of course. These ad campaigns are puzzling, since the psychology of advertising is based on *aspirational* messaging, not status quo. This looks far more like a virtue-signaling effort rather than a real effort to sell product. Their parent company is likely more interested in their ESG and DEI scores. -- Ed]