
Advertising & Branding
Copywriting
Televesion Scripts
Dove
Class Project
The Goal
The goal was to create six 30 second scripts that represents Dove's mission to encourage women to feel beautiful in their own skin.
The campaign, "Embrace Your Beauty"
The campaign is named "Embrace Your Beauty" to let women of all ages know they should not cover up or hide their features but instead, embrace them. All women should be confident in their skin, but they are not because society tells them how they should look and act. Within the Embrace Your Beauty campaign, I decided to let these words of insecurities appear on each woman's skin because it shows the viewer how easily a woman's confidence can be altered by simple everyday interactions. Confidence is what makes us beautiful, and all women should have the opportunity to embrace their true beauty.

Scripts
COMMERCIAL #1: MAGAZINE INFLUENCE (TV: 30s Commercial)

Overview: A girl stands in front of her bathroom mirror comparing herself to the model in the magazine. Words of insecurities begin to form on her face. she throws the magazine in the corner and tries to cover up the words with makeup. The words seep through the makeup and she panics. She grabs her Dove soap and washes her face. She is revealed that the makeup and words disappear and she realizes just how beautiful she is.
Video: Girl stands in front of a mirror comparing herself to the model.
VO: Is this what beauty looks like?
Video: Words form on her skin. (under eye “dark circle”, cheeks “pale”, lips “narrow”, forehead "scars", face "ugly" )
VO: But look at my skin. I don't look like her.
VO: Maybe if I just add some makeup?
Video: She puts on makeup to cover up words.
VO: I'll blend it in, add some mascara, and then add some color.
Video: She looks at herself and the words seep through makeup she just applied.
VO: You've got to be kidding me, I thought that would fix it.
Video: She washes off makeup with Dove soap (sound WATER RUNNING).
VO: Ok, no need to panic. We're just gonna wash it off. It will be fine.
Video: She looks at herself again, both the words and makeup disappear, she smiles.
VO: You know, beauty is in the eye of the beholder, and I... am beautiful.
LOGO: DOVE LOCKUP
SUPER: Embrace Your Beauty.

Photography: Matheus Ferrero
COMMERCIAL #2: I AM BEAUTIFUL (TV: 30s)
Overview: A female walks through her day and states how she feels about herself. She is proud to be a woman, a boxer, and beautiful.
Video: A female dressed in workout clothing stands in a dim lit hallway. She looks directly at the camera with her hands on her hips. Casual face expression.
VO: “I am a woman.”
Video: She walks from the dim room into a boxing arena, climbs into the boxing ring, and starts a match. Words begin to appear on her body “manly”, “bulky”, “too strong”.
VO: “I am a boxer.”
Video: She leaves the match, walks to the locker room, and grabs a Dove shampoo bottle. As she touches the bottle, she looks at the camera and smiles. Immediately, all the words fall off of her body.
VO: “…and I am beautiful.”
LOGO: DOVE LOCKUP
SUPER: Embrace Your Beauty.
COMMERCIAL #3: SOCIETY ISN'T THE JUDGE (TV: 30s)

Photography: 123RF Stock
Overview: Five ladies walk on camera one by one. Ages 16, 24, 35, 46, and 55. As they appear on the screen, they begin to tell the camera how they have been told their bodies don’t reflect society’s ideal image. As each word is said, it appears and stays on the screen. Eventually, the viewer can’t see the women because there are so many words. One of the ladies walk up to the camera and wipes the words off the screen. Together they say, “Society isn’t the judge of your beauty, you are.”
SUPER: What has society told you about your body?
Video: Lady 1 walks on camera, words appearing on screen.
VO: “too short, too skinny, dull hair.”
Video: Lady 2 walks on camera, words appearing on screen.
VO: “wrinkles, dry skin, big nose.”
Video: Lady 3 walks on camera, words appearing on screen.
VO: “acne, frizzy hair, small eyes.”
Video: Lady 4 walks on camera, words appearing on screen.
VO: “oily face, fat, smile lines.”
Video: Lady 5 walks on camera, words appearing on screen.
VO: “hairy arms, crow’s feet, too tall.”
Video: There are so many words that you can’t see the women anymore. One of the ladies walks towards the camera and wipes the words off the screen. All of the ladies smile.
VO (All ladies): “Society isn’t the judge of your beauty, you are.”
LOGO: DOVE LOCKUP
SUPER: Embrace Your Beauty.

Photography: Thought Catalog
COMMERCIAL #4: MORNING THOUGHTS (TV: 30s)
Overview: A female wakes up in the morning and finds her hair in a mess. As she approaches her bathroom mirror, she feels ugly. Words begin to weave through her hair, and she thinks about how people would judge her. She has the option to put on a baseball cap and hide her curls or use Dove to embrace them.
Video: A female gets out of bed and walks towards her bathroom.
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Video: She looks at herself in the mirror. Her hair is curly and has a mind of its own.
VO (female): “I can’t go out looking like this.”
Video: She begins to think about what people would say if they saw her hair in such a craze. Words become woven through her hair.
VO: Messy, frizzy, undefined.
Video: She looks to the left of her where she sees her baseball cap and Dove hair mousse.
Video: She grabs the mousse and scrunches it in her hair. The words spring from each strand and her hair becomes light and bouncy. Each curl has more definition and her confidence is restored.
VO: Don’t hide your beautiful features, embrace them.
LOGO: DOVE LOCKUP
SUPER: Embrace Your Beauty.
COMMERCIAL #5: TIME FOR ME (TV: 30s)

Photography: PNG Design
Overview: A mother holds her baby and notices that her skin is not as soft as it was in her younger days. Words begin to appear on the mother’s arms, and she puts her baby down for a nap. The mother goes to her bathroom and applies Dove lotion to her skin. She regains her confidence and the words disappear. She feels just as beautiful as her baby.
Video: A mother holding her baby touches her child’s cheek. She feels how soft it is and then remembers when her skin was just as soft.
VO: “As you get older some people become more of a priority than yourself…”
Video: She looks down at her arms and sees dry patches and lack of hydration. Words begin to form on her skin.
VO: Dry, brittle, scaly.
Video: She places her baby into the crib for a nap and goes to her bathroom where she examines her skin more closely.
Video: With a worried face, she reaches for her Dove lotion and applies it to her arms. Her skin soaks up the lotion and the words disappear. She feels beautiful again.
VO: “…but that doesn’t mean you should neglect your beauty, embrace it.”
LOGO: DOVE LOCKUP
SUPER: Embrace Your Beauty.

Photography: Michael Weidemann
COMMERCIAL #6: SOCIAL MEDIA BODY TRENDS (TV :30s)
Overview: A group of teen girls with different body types walk towards a popular store. Another group of girls (today's trend: big boobs, big butts, and flat waistline) walk past them. One of the teen girls starts to feel bad about how her body looks and words of insecurities begin to form on her body. As she passes a Dove ad in the mall, she is reminded that she is beautiful.
Video: Group of teen girls walk towards a popular store and another group of girls walk past them.
Video: The facial expression of each teen girls brightens, and they turn to each other.
Brittany (Teen Girl): Did you see those girls?
Monica (Teen Girl): Yeah, I wish I looked like that.
Brittany: (laughing) Girl, you’re already too beautiful.
Monica: (laughs back at Brittany) Stopppppp.
Video (Monica): Walking with her friends, her smile begins to fade. Words of insecurity begin to form on her body. She sees the “Dove Real Beauty ad” on a directory (all types of women standing in undergarments smiling). Words of insecurities fade off her body, and her smile returns.
LOGO: DOVE LOCKUP
SUPER: Embrace Your Beauty.
Creative Process



Brainstorming
There were multiple ideas for a campaign but since "Embrace your beauty" was relatable for every woman, it was the top pick.

Filming
It was important for me to produce a video to show a visual perspective to the scripts. Since the commercial relied heavily on the words appearing on her skin, there was a lot of applying makeup and washing it off to achieve the final results.
