Dove Billboard Refers to NJ as ‘Armpit of America’ [POLL, VIDEO]
Hey Dove, tell us how you really feel, ok?
Dove has created a brand new billboard that may not exactly have NJ residents chuckling.
The billboard shows a woman with her arm raised and her armpit exposed and reads “Dear New Jersey, when people call you “The Armpit of America” take it as a compliment. Sincerely, Dove.”
As if New Jersey didn’t have enough jokes about us already, now we’re the target of an ad campaign that points out a less than stellar reference to the Garden State.
The billboards are part of a new campaign for Dove’s Advanced Care program. The campaign is aimed to make women confident enough to raise their arms and steer them away from thinking that their armpits are ‘unsightly.’
The New Jersey-based company Unilever, who owns Dove, created billboards and a tv commercial (video is below) to promote women moisturizing their under arms is as important as any other part of their body.
Unilever’s representatives have said that NJ should not take this billboard as a slight, as they want to promote armpits as a good thing. Matthew McCarthy, the senior marketing director of antiperspirants and deodorants says that NJ should not take this campaign, set to start in July, as a slight. “I don’t expect that there will be a lot of people who misunderstand, but to the degree that they do, we’ll be open about what we’re really trying to say,” he said. “The message that we want to get out there is that the armpit is not a bad thing, and that we stand for caring for the armpit.” Somehow, we don’t think New Jersey is going to see it that way.The last thing New Jersey needs is another backhanded compliment.
The commercial, entitled “An Open Letter to an Armpit,” shows different women in white tank tops taking turns reading the letter. The campaign aims to use the name “underarm” rather than the harsher term “armpit.” Somehow “Underarm of America” isn’t going to make New Jerseyans all warm and fuzzy either.
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