Dove launches 'alternative facts' campaign

By

Kate Dingwall

Published
Feb 2, 2017

Dove has released a print advertisement campaign playing off the virality of the ‘alternative facts’ phrase fatefully uttered by Republican party Counselor Kellyanne Conway on NBC Chuck Todd's morning show on January 22nd.

Instead of showing off the benefits of Dove’s antiperspirant products, the new Dove ad has taken a tongue-in-cheek response to ‘alternative facts’. The ad, branded with the #AlternativeFacts hashtag, boasts that Dove antiperspirant ‘can increase your IQ by 40 points’, ‘rhymes with orange’, ‘boosts your Wi-Fi signal’, “is a really good listener”, and “knows a guy who can get you on the guest list”.

Asked to explain Republican press officer Sean Spicer’s inaccurate inauguration attendance claims, Conway said, “"You're saying it's a falsehood, and they're giving -- Sean Spicer, our press secretary -- gave alternative facts." Since then, 'alternative facts' has gone viral, spawning memes and jokes across the internet.

The advertisement, created by Ogilvy London, is currently found exclusively in newspapers in the United Kingdom.

Dove is not the only brand to speak out about the political uneasiness in the United States, particularly President Trump’s immigration ban. Airbnb, Nike, Microsoft, Apple, and Starbucks, are just a few of the brands who have stepped up to speak out against the order, while many other brands are choosing to stay mum on the issue. Airbnb additionally announced that it would provide free housing to any immigrants needing a roof over their head.

Lyft will be donating $1 million to the American Civil Liberties Union in the next four years. Starbucks stepped up by declaring that it would hire 10,000 refugees in Starbucks locations across the country.