Dove Bomb

"I sure hope people don't think I'm gilding the lily."
“I sure hope people don’t think I’m gilding the lily.”

We asked a cynical old bastard to describe the viral video Real Dove Beauty Sketches to our forensic artist.

“What can you tell me about the video, sir?”

“This video was the biggest crock of sh— the biggest load of malarkey I’ve seen since Kony 2012.”

“How’s that?”

“People think they’re watching a video that celebrates a woman’s inner beauty. But the real message of the video is ‘you’re not as physically unattractive as you think you are, so just go on out there and keep being as physically beautiful as you can be.’”

“I’m going to need some more details.”

“Cool, I took notes. Take this one gal. When she’s looking at the two portraits of herself, she says ‘Chloe’s perception was so, so clearly different. Her picture looked like somebody I thought I would want to talk to and be friends with … like a happy, light, much younger, much brighter person.’

“So if I follow her logic, she is more inclined to ‘talk to’ and ‘be friends with’ someone who appears ‘much younger, much brighter.’ Wow. She’s not just judging the book by its cover. She’s taking age into account, too.

“Now, I’m the first to admit that it’s possible that I twisted the meaning of her words in my typically cynical way. So I watched the video again and took more notes. The blond in the turtle neck says, and I quote: ‘I should be more grateful of my natural beauty. It impacts the choices and the friends that we make, the jobs we apply for, how we treat our children. It impacts everything. It couldn’t be more critical to your happiness.’

“Your ‘natural beauty’ affects ‘how we treat our children’? Paging Steve Buscemi, Child Protective Services on line one.

“Look, this thing was a setup from the start. All of the women in it were physically attractive. The artist was in on the joke, and the piece was produced and edited explicitly to tweak our tear glands. What amazes me is that millions of people fell for it.”

“So what lessons can we learn from this experience?”

“Good question. First, gimmicks sell. As manipulative as it was, the premise of the ‘unbiased’ forensic artist was brilliant. Second, amateur-looking video is hot—even slick, expensive ‘amateur’ videos like this one. It makes the viewer feel closer to the action. And third … perception is reality.”

 

About John Doyle

John Doyle is the chief content officer at Doyle McDonald. He was a successful corporate flack just long enough to raise his daughters and get them through college. Now he teaches people how to communicate better so they, too, can thrive in the Interactive Age. And he is an amazing speaker and storyteller. Really, he's just brilliant at it. He and Megan McDonald recently coauthored The TV Guide to Telling Your Organization’s Story.
This entry was posted in Audience, Content, Emotion, Marketing, Perception is reality, Storytelling, Video. Bookmark the permalink.

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