Dove Spotlights Shonda Rhimes-Led Crew in Emmys Ad
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Ads don’t often focus on the people who make the ads, but Dove will spend the early part of its 60-second ad on Sunday’s CBS Emmys broadcast highlighting the 100 percent female production crew behind the work, led by Shonda Rhimes.
“Tonight as television honors women on screen and behind the scenes, so do we,” the commerical crows.
Along with getting the writer and producer of such hits as “Grey’s Anatomy” and “Scandal” to make ads though its Real Beauty Productions, the Unilever brand always intended to go with an entirely female crew. But Unilever VP of U.S. Skin Cleansing and Baby Care Nick Soukas says he didn’t talk about that when the initiative launches this spring, frankly because he wasn’t sure the brand could pull it off. “It’s actually harder to do than it sounds,” he says. Besides Rhimes as creative director, the crew is led by documentary filmmaker Liz Grabus as director.
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