Dove proves a picture can paint a thousand words

Following the trend for going logo free, Dove’s latest campaign celebrates the product’s vital role in the aftermath of New Year celebrations.

Dove’s out of home campaign with Ogilvy UK, Ogilvy New York, and Mindshare shines a spotlight on an often-overlooked moment of beauty: the ritual of cleansing at the end of a vibrant night out.

Admittedly, it took me a few views to understand why the bars of soap were vibrantly coloured, but now the penny has dropped, Dove’s new multi-phased campaign, "Unready for Anything," makes a lot more sense. Dove is positioning the Dove Beauty Bar as the go-to product to close out life’s iconic celebrations— “a comforting companion during the transition from festivity to calm reflection”.

The campaign relies heavily on majestic photography by acclaimed photographer and visual storyteller Sandro Miller. Launched just after the stroke of midnight on New Year’s Eve, the campaign featured the Dove Beauty Bar surrounded by shimmering gold confetti and curling ribbon, evoking the simple pleasure of winding down after a fun night out.

Throughout 2025, ‘Unready for Anything’ will capture similar moments, featuring the Dove Beauty Bar nestled amid remnants of vibrant celebrations. From bold Mardi Gras beads to flamboyant carnival feathers, each image will reflect the joy of getting “unready” after life’s special moments.

Our take

We’re used to associating Dove with socially aware marketing. This time, however, the brand’s decades-long partnership with Ogilvy, dating back to David Ogilvy’s original work on the Beauty Bar in 1957, opted for a lighter touch for the iconic product.

Ogilvy has made a relatable and colourful offering that appeals to the brand’s younger demographic by depicting a familiar ritual. The emphasis here is on self-care, the joy of living life to the fullest and the need for a familiar and reliable antidote to recover from the effects of your wilder side.

The advert feels authentic and refreshingly simple, highlighting that beauty isn’t confined to ideal moments while promoting self-acceptance. All this is conveyed from just a simple image. Touche Dove.