Dove is asking America to help define luxury during the Oscars as part of their Dove Supreme Cream Oil Body Wash Ad Contest.
Dove wants real women to record their own 30 second TV ad at www.dovecreamoil.com, defining their conception of luxury and how they shower themselves in it. Semi-finalists will be chosen to travel to Los Angeles for the annual Academy Awards, with the finalists having their ads unveiled to America during the commercial break in the ceremony. Viewers will be asked to vote for their favourite either by text or online, with the winner unveiled during the Oscars.
The contest seeks to build on last year’s successful real-women ad, where Lindsay Miller of California won by telling viewers her shower was her concert hall. The contest not only proved commercially successful for Dove, but also landed Miller a prestigious job at a US production company.
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