Dove's #AlternativeFacts Campaign Takes Aim at Trump Administration


"New Dove antiperspirant increases your IQ by 40 points."

Following Kellyanne Conway's use of the now-infamous phrase "alternative facts" Jan. 22 on NBC's Meet the Press, in defense of press secretary Sean Spicer's claims about the size of the president's inaugural crowds, there's been no shortage of backlash and mockery.

Now, a beauty brand is taking its turn. Dove released a two-page newspaper ad in various U.K. media outlets with a few #alternativefacts about its new antiperspirant. The campaign, created by advertising and marketing agency Ogilvy London, claims the deodorant "boosts your Wi-Fi signal," "rhymes with orange" and "knows a guy who can get you on the guest list." It even "increases your IQ by 40 points."

According to Adweek, the second page of the ad includes the message: "New Dove antiperspirant cares for your skin like never before" with the hashtag #RealFacts.

Ogilvy worldwide chief creative officer Tham Khai Meng took to Twitter to share the campaign.

"Brands live in a world of accountability. And that's a good thing. To see one respond so swiftly with an #AlternativeFact moment, done gently and with a smile, reminds us of that," Meng told Campaign U.S.

Dove is no stranger to making headlines with its campaigns. The Unilever-owned brand launched "Dove Campaign for Real Beauty," a marketing initiative that was conceived in 2004 to feature real women of all shapes and sizes in campaigns. The ads have been both praised and criticized by critics and consumers alike.

It's unclear whether or not the #alternativefacts print ads will appear beyond the UK, but The Hollywood Reporter has reached out to Dove for more info. Stay tuned.