When Kellyanne Conway coined the term "alternative facts," little did she know her egregious wording would cause such a commotion.
The hashtag trend is not finished making its rounds. This time, Dove UK is using the viral catch phrase in print, to take a subtle jab at the Trump administration.
Dove's new #alternativefacts campaign was created by Ogilvy London to promote the soap company's new antiperspirant in two-page ads circulating through UK newspapers.
The ad lists a series of blatant falsehoods, followed by the catch-phrase, #alternativefacts. Examples include, "New Dove antiperspirant boosts your wi-fi signal," "New Dove antiperspirant rhymes with orange," New Dove antiperspirant makes the lift arrive when you feverishly press the button."
While the smart and funny campaign throws shade towards the new administration on the first page of lies, the second page completes the ad with a fact.
Alongside the picture of the product is the caption, "New Dove antiperspirant cares for your skin like never before," followed by a different hashtag: #realfacts.
An article in Racked reported the silence from beauty companies in regards to the immigration ban, while companies like Amazon, REI and Nike have issued statements condemning the executive order. Perhaps that is what prompted Dove to finally sound off on the Trump administration.
Tham Khai Meng, the Ogilvy and Mather Worldwide chief creative officer and co-chairman, commented:
Brands live in a world of accountability. And that’s a good thing. To see one respond so swiftly with an #AlternativeFact moment, done gently and with a smile, reminds us of that.