Let Kids Be Kids

Why Dove’s latest fights filters with empathy, not outrage.

Author

Javier García
November 01, 2025 • Estimated Reading Time: 6 minutes

In partnership with

Introduction

Welcome to another exciting week!

Table of Contents

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Best Ad of the Week

Dove – “The Face of Ten” (2025 Global Campaign)

Dove’s “The Face of Ten” tackles the rise of beauty anxiety among young girls. The ad opens with a series of AI-generated “filtered” portraits labeled as “the future face of ten-year-olds.” Then it cuts to real children laughing, playing, and drawing self-portraits on paper. The voiceover says softly: “They shouldn’t grow up trying to look grown up.” The film closes with Dove’s long-running message: “Let’s change beauty.”

Key marketing lessons
• Address cultural tension with empathy: Dove doesn’t scold technology or trends—it humanizes their impact, centering on how girls feel, not just what they see.
• Make data emotional: Using AI images grounds the message in fact, while showing real kids gives it heart. That blend of proof and warmth creates credibility.
• Continue your brand’s mission consistently: For two decades, Dove has advocated for real beauty. Staying true to that message keeps the brand authentic and trusted.
• Visual contrast amplifies message: Artificial vs. real, filtered vs. natural—the creative tension makes the truth impossible to ignore.
• Purpose without performance: The ad doesn’t show product, because the message is the value—proof that impact builds loyalty deeper than discounts ever could.

Takeaway:
Dove reminds us that true brand power comes from persistence, not novelty. When you stand for something bigger than your products, every campaign becomes a chapter in a movement.

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Weekly Tip

End With a Takeaway

Never let your content fade out. Every piece should leave the reader with something clear to remember.

• Summarise the main idea in one sharp line
• Reinforce what action or insight matters most
• Avoid vague endings—close with intent and clarity

A strong finish turns casual readers into returning ones.

Weekly Challenge

Personal Insight Post

This week, share something real behind your journey:

• Choose one lesson, mistake, or mindset shift you’ve had recently
• Write a short, honest caption that ties it to your niche
• Pair it with a simple photo of you or something symbolic
• Encourage followers to share a similar experience in the comments

Authenticity builds trust—and often sparks the deepest engagement.

Submissions + Feedback

Hope you enjoyed today’s post, if you know someone who may be interested, feel free to send it to them.

Also, if you want me to cover any specific subject on the next issue or share some feedback, feel free to reply to this email.

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