Beauty brand Dove celebrated the launch of its moisturizing body wash with the brand’s first comedic TV ad. The ad debuted during the SNL50: The Anniversary Special.
The new 30-second spot, created by Maximum Effort, took on one of the most loathed words in the English language—”moist”—with a hilarious twist. The ad promoted the new Dove Deep Moisture Body Wash, which delivers moisture for 24-hour lotion-soft skin, straight from the shower.
The new Dove Deep Moisture Body Wash is formulated with stearic and palmitic fatty acids. It is sulfate- and paraben-free and comes in an ergonomic, 100% recycled plastic bottle, designed to be stored upside down so every drop can be used.
Kathryn Fernandez, Head of Dove Purpose & Engagement, Unilever North America, said,
“We’re so excited to debut our first comedic ad with this new spot that celebrates moisture during such an iconic moment in television… Our latest innovation and patented Renewing MicroMoisture is a game-changer, delivering 24hr lotion soft skin, straight from your shower, and we are thrilled to re-introduce it to the SNL50 audience in a way that is fresh and new for Dove.”
The spot takes a satirical approach to a focus group scenario, featuring four women who are initially enthusiastic about the new body wash, but gradually unravel as they’re introduced to the cringeworthy, “moist” focused marketing campaign, featuring an over-the-top mascot named “Mrs. Moist” and a jingle that takes the word “moist” way too far.
Following its NBC premiere during SNL50: The Anniversary Special, the new MOISTurizing ad can be viewed on Dove social channels.
The new 30-second spot, created by Maximum Effort, took on one of the most loathed words in the English language—”moist”—with a hilarious twist. The ad promoted the new Dove Deep Moisture Body Wash, which delivers moisture for 24-hour lotion-soft skin, straight from the shower.
The new Dove Deep Moisture Body Wash is formulated with stearic and palmitic fatty acids. It is sulfate- and paraben-free and comes in an ergonomic, 100% recycled plastic bottle, designed to be stored upside down so every drop can be used.
Kathryn Fernandez, Head of Dove Purpose & Engagement, Unilever North America, said,
“We’re so excited to debut our first comedic ad with this new spot that celebrates moisture during such an iconic moment in television… Our latest innovation and patented Renewing MicroMoisture is a game-changer, delivering 24hr lotion soft skin, straight from your shower, and we are thrilled to re-introduce it to the SNL50 audience in a way that is fresh and new for Dove.”
The spot takes a satirical approach to a focus group scenario, featuring four women who are initially enthusiastic about the new body wash, but gradually unravel as they’re introduced to the cringeworthy, “moist” focused marketing campaign, featuring an over-the-top mascot named “Mrs. Moist” and a jingle that takes the word “moist” way too far.
Following its NBC premiere during SNL50: The Anniversary Special, the new MOISTurizing ad can be viewed on Dove social channels.
Read Next
Dove Men+Care Adds New Body and Face Products
Dove Partners with Crumbl for a New Sweet Collection
