This is a cool concept, but Dove’s “real beauty” campaign still portrays a really limited and marginalizing version of beauty (all models are average to maybe small fat sized, vast majority are white or light-skinned, all are able-bodied and cis).
Also, I take exception to the idea that the “Art directors, graphic designers, and photo retouchers” are the people “responsible” for our warped idea of beauty. This totally elides the actual people responsible, namely people running the beauty companies LIKE DOVE. None of these artists and designers work independently: Their job is to fill the needs that their clients set. The designers and photographers are not the ones who have created the culture of retouching, they merely execute it, usually for very little pay because advertising is one of the few areas where creative professionals can get work at all.
So while I agree that this is a really clever subversive little internet prank, I doubt that it will actually be effective. It is not in Dove’s, (or any other large company that makes its money by manipulating the insecurities of women so that they will buy things) interest to actually meaningfully change the cultural definition of beauty, and we should always be skeptical of their motivations.
Oh my gosh. This commercial. This is fantastic. If only it were that simple…