Ad of the Day: Dove & Bomba Estéreo defy hair beauty standards
The Unilever brand's latest ad sees Li Saumet and friends rock the frizz and frill of their own dos, rejecting societal pressures for perfectly coiffed hair.
In a powerful new Dove commercial, Lianna “Li" Saumet of Colombian electro-tropical group Bomba Estéreo has released a remix of the band’s iconic self-love anthem, ‘Soy Yo’ (Spanish for ‘I am me’).
Dubbed ‘Celebrate Your Hair, Your Way,’ the spot reimagines the song as a rallying cry to celebrate all hair types despite society’s unrealistic beauty standards. The campaign also carries the hashtag #MyHairAMiModo (or 'My hair, my way').
With this work, Dove aims to tackle pervasive societal pressures on women to conform to certain hair standards. According to an internal brand study from April 2022, nine out of 10 women feel compelled to style their hair in ways that align with societal expectations.
The spot also stars Sarai Gonzalez, who originally featured in the music video as a young girl and has subsequently become an advocate for mental wellness, embodying the message of self-love and self-acceptance.
In addition to the re-imagined song and video, Dove incorporated user-generated content from women joining the #MyHairAMiModo movement. This movement encourages people to celebrate the unique beauty of all hair types and encourages individuals to proudly express themselves through their hair choices.
The campaign was led by Media.Monks. Brazilian film and commercial director Carla Dauden directed the spot. Meanwhile, Big Sync Music, Unilever’s agency of record for music, led talent acquisition, licensed the music and facilitated the re-writing of its lyrics.