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Dove Uses The Mannequin Challenge To Challenge The Shape Of Mannequins

A new ad asks why the faceless, immobile models don’t look a bit more like real people.

Dove Uses The Mannequin Challenge To Challenge The Shape Of Mannequins

WHAT: Dove uses the Mannequin Challenge meme to question the body image message that one-size-fits-all mannequins (and that size is XS) sends to women IRL.

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WHO: Dove, Ogilvy London

WHY WE CARE: While the general rule of thumb still stands that once a brand or, say, politicians, latch on to something, the cool of that cultural moment has surely passed. But! Here Dove actually uses the meme of the month to make a clever point about what message the mono-shape of mannequins–practically unchanged in the last 50 years–sends to the living and breathing women who may not fit that fashion ideal.

About the author

Jeff Beer is a staff editor at Fast Company, covering advertising, marketing, and brand creativity. He lives in Toronto.

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