'Armpit' billboard by UK cosmetics firm Dove gets New Jersey's knickers in a twist
"Dear New Jersey," the Unilever billboard says, "when people call you 'The Armpit of America,' take it as a compliment. Sincerely, Dove."
The new billboard due to go up in the state in July has got many people in a lather. The state already feels abused over the scandal of the political closure of lanes on the George Washington bridge. Now this!
The Dove billboard is part of a brave attempt by UK company Unilever to raise the image of armpits and sell underarm cosmetics . Already a TV commercial has been launched (although it doesn't have a go at New Jersey). However, attempting to redefine New Jersey's reputation as the "Armpit of America" seems to be getting the state in quite a lather. The backlash, while not unexpected, is especially notable considering the billboard won't even go up until the summer.
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With its American headquarters based in New Jersey, Unilever swears the outdoor board is positive.
"The message that we want to get out there is that the armpit is not a bad thing," senior marketing director Matthew McCarthy tells The New York Times, "and that we stand for caring for the armpit."
Not everyone seems to share that assessment of the message, says Adweek.
"I can think of a another body part to describe the person who thought up this ad," noted one commentator on News 12.
Several commenters on NJ.com say they'll be boycotting Dove products over the billboard. Others are encouraging readers to write to Unilever about their anger .
The billboard promotes a new line of deodorant, Dove Advanced Care, that has moisturizers to help beautify underarms, and is part of a broader advertising campaign that encourages the flaunting of that part of the body and discourages pejorative uses of the word “armpit.”
The television commercial called “An open letter to the armpit” features several women in white tank tops taking turns reading a letter. “Dear Armpit,” begins the spot, which is directed by Pam Thomas. “In the lottery of life, you drew the short stick. People shave you, pour hot wax on you, and your name is ‘armpit.’ People don’t treat you like skin because frankly, they don’t think of you as skin.”
After the product is shown, the women continue, “You can be a softer, smoother, more beautiful little armpit — you deserve our best care ever, and don’t you ever forget that.”
Adweek however cited a true New Jerseyan as delivering the best comment "I guess it's OK to be the armpit. Kansas is the butthole."