As part of Dove's campaign to show women that their beauty comes from within, this new spot takes the placebo effect to another level.
A selection of women are told to wear a "beauty patch" for a period of time, while keeping a daily video diary.
At first they don't feel a thing, but slowly they start to feel more beautiful each day. When they are told that the patch was a placebo, they react with the same (admittedly ever-so-slightly annoying) optimism they have displayed in their video diaries.
Agency: Ogilvy and Mather Brazil
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