Dove Apologizes for That Racist Facebook Ad

Unilever’s Dove has apologized for a Facebook ad decried as racist in a social-media backlash that began Friday afternoon. The brand’s apology has been met mostly with derision since it was issued Saturday, including threats of boycotts and questions about how the ad could have been approved in the first place.

The body wash ad showed a black woman taking off her shirt to reveal a white woman underneath. The backlash began Friday when makeup artist and online beauty products retailer Naomi Leann Blake (@NaytheMua) posted images from the ad on her Facebook news feed. By Saturday, amid growing social-media criticism, Dove issued its apology.

it’s unclear who created the ad. Ogilvy & Mather handles much of the brand’s creative work, but Unilever also has moved considerable work, particularly for quick-turnaround digital ads, in house to its U Studios.

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Via AdAge

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Lars M. B. Anthonisen is Global Account Lead @ Google. Previously, he held various digital marketing positions at media companies across Europe and Asia including Regional Digital Director at MediaCom APAC, CMO at Adform and Digital Manager at Universal McCann Worldwide.