Dove, known for its Real Beauty campaign challenging global beauty pressures on women and girls, launched its most moisturizing body wash to date with its first comedic TV ad, Moist Humor.
Introduced to NBC audiences during the highly anticipated SNL50: The Anniversary Special, Dove’s first-ever comedic ad spotlighted the Dove Deep Moisture Body Wash for 24-hour lotion-soft skin fresh out of the shower. This 30-second spot pokes fun at a word people love to hate with four women introducing the new body wash. The marketing campaign leans heavily into the word that makes the women cringe, going as far as to introduce a mascot named Mrs. Moist.
“While the word ‘moist’ might be polarizing, we can all agree that we love moisture, and with Dove Body Wash, moisturization and hydration doesn’t stop in the shower—it keeps working all day long,” says Kathryn Fernandez, Head of Dove Purpose & Engagement, Unilever North America.
