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26 January 2020

This is the Pits

by Syd Briscoe

Dove: “#ArmsUp” - 71s

This purpose-driven Dove commercial takes a stand against the latest ridiculous, arbitrary beauty standard women are expected to develop anxiety about. While the concept of an ideal underarm might not occur to some, the state of one's pits is yet another way for women to be told they're not good enough - and Dove are at their witsí end.

More than a standard celebration of individuality, however, this film from director Lisette Donkersloot addresses bodily autonomy beyond the usual 'if you've got it, flaunt it' mentality. Hair, tattoos, and even the decision not to show off armpits at all are included, making it clear that liberation isn't limited to how much skin you show. Progressive and heartfelt work - something we've come to expect from the brand's recent campaigns.

Creative Agency: Ogilvy UK Ⓟ Ⓦ
CCO: Andre Laurentino
Creative Director: Nancy Vaznonis
Creative: Matt Nankivell
Agency Producer: Victoria Smith
Film Production: Caviar Ⓟ Ⓦ
Director: Lisette Donkersloot ♀
Producer: Romy Waller
Executive Producer: Ellie Goodwin
Cinematographer: David Bird
Editor: Laura Cairney-Keize ♀ Ⓟ Ⓦ @ Marshall Street Editors Ⓟ Ⓦ
Colourist: Thomas Mangham @ The Mill Ⓟ Ⓦ
Sound Designer: Jack Hallett @ Factory Ⓟ Ⓦ

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