Unilever's Dove is joining the growing ranks of brands enlisting consumers to do the work their ad agencies once did. It's asking "real women" to create TV ads to run during the Academy Awards on ABC Feb. 25.In an e-mail today to members of its online relationship-marketing program, Dove began seeking entries for a 30-second ad to promote a new product, Dove Cream Oil Body Wash.
The e-mail directs people to DoveCreamOil.com, a site hosted on Time Warner's AOL, which provides online tools, artwork, photos and music for creating ads, and also allows consumers to upload their own files. "You don't need any special skills or experience," the e-mail says.
Actress Sara Ramirez is also touting the program on tonight's "Access Hollywood."
Three finalists will win trips to a private Academy Awards viewing party in Los Angeles, and the winning spot will run during the Academy Awards broadcast. The contest is open only to women and, of course, only to amateurs.
WPP Group's Ogilvy & Mather, Chicago, handles creative for the brand, and MindShare, New York, handles media. Independent Edelman Worldwide, New York, handles public relations.
(AdAge)
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