Dove Real Women Reactions Test Commercial

For more information or if you would like to discuss a script or treatment, please email Dan, Jen or Saša at locomotion.co.uk or call us on +44 20 7304 4403 or visit our website locomotion.co.uk.
Havas Creative, Aaron Howard and Producer, Sean Brennan came to Loco with an idea for a Dove ‘Real Women’ beauty shoot. They wanted to capture women’s reactions after using Dove “Caring Protection” Body Wash. The test commercial would serve as a proof of concept and needed to be turned around quickly on a tight budget.
Loco’s production team sprung into action to organise casting, location, props, kit and crew. Loco’s directing team, Luca de Salvia and Nicole Nodland are highly experienced in the fashion sector, so they were well-placed to make sure the women not only losoked great on screen, but that they also felt comfortable to be filmed using the product while wrapped in a bath towel. This ensured that we were able to capture their genuine, natural reactions. Lee Bamsey selected the best takes from the rushes and edited them to flow together in harmony with the music track provided. The look of the film is un-retouched and natural in keeping with the emphasis on Real women and Real reactions.
The other key element of the project was to record the “oohs and ahhs” of the women as they were pleasantly surprised by the results of the Dove Body Wash, making their skin feel soft and smooth. Lee did a fast-paced cut of all these happy exclamations that could be used as a Sound Cloud track embedded with pop-up images and profiles of the Real Women. This would provide a clever twist on the testimonial film and maximise the use of a single shoot to create a wide range of content for the brand.
The test films were well received by Unilever and Havas Worldwide and enabled the Agency to move into full production.