If you haven’t yet seen it, here’s the ad from Dove on the distortion of beauty in our society:

It’s gone viral in a big way — been viewed more then 1.7 million times despite no television media buys. According to AdAge, the commercial’s gotten a better return on investment that typical Superbowl ads.

Here’s the AdAge review:

Yeah, no wonder. Not only is the perception grounded in a tiny fraction of the gene pool, the actual goods are enhanced artificially. Dove’s observation is so right, and the underlying reality feels so wrong. It’s just so … unfair.

Let us not dwell on the fact that both Ogilvy and Unilever have resorted to exactly such unfairness since time immemorial. The larger fact is they’ve latched on to a powerful idea here and have demonstrated magnificent sensitivity in following it through.

Perhaps this will be the beginning of a paradigm shift back to sensibility. But, I’m not holding my breath.