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4 articles
DOVE | Real Beauty Redefined for the AI Era | 2025
20 years ago, Dove fought against the idea of "beauty" in advertising. This time, the enemy is AI. The "beautiful women" that generative AI spits out turned out to be the same narrow, mostly white, thin ideal all over again. What Dove did this time wasn't complain—it was re-educate the algorithm.
DOVE | Real Beauty: How a Soap Brand Created a Global Self-Esteem Movement | 2025
An ad for soap has spent 20 years picking a fight with the definition of "beautiful." In 2025, it won three Grand Prix at Cannes. This isn't really an ad campaign anymore—it's bigger than that.
ソニー・ミュージックレーベルズ | 何色でもない花 | 2024
Utada Hikaru dancing in a pure white world was so beautiful it had me within the first 30 seconds.
MAGNUM ICE CREAM | 7 DEADLY SINS: GIVE IN TO IT | 2002
Naming your ice cream after a sin, then boldly telling people to give in to it. This bold move by MAGNUM in 2002 was a massive hit in Australia, and it spread around the world.