Dove celebrates the armpit in campaign from Ogilvy & Mather

02/27/2014 | New York Times (tiered subscription model), The

Dove is promoting its new Dove Advanced Care deodorant with a campaign from Ogilvy & Mather that celebrates the armpit. TV ads will show women composing "an open letter to the armpit" in a bid to soften the image of a word many consider "dirty," said Nancy Vaznonis, a creative director at Ogilvy & Mather. One billboard ad, set to appear in New Jersey, tells residents that "[w]hen people call you 'the Armpit of America,' take it as a compliment."

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