In the middle of Hollywood’s biggest night, a black-and-white commercial aired. It featured a very diverse cast of women. Quick clips of women moved against a spoken word soundtrack performed by Denice Frohman. There were a few famous faces, including Issa Rae and Ava DuVernay. “I heard a woman becomes herself the first time she speaks without permission,” Frohman says powerfully as different faces flash across the screen. “Then every word out her mouth, a riot,” she continues.
The commercial is powerful, and people are loving it. The only problem is, no one knows what it’s for. Maybe because of phrases like, “Say ‘beautiful’ and point to the map of your body. Say ‘brave’ and wear your skin like a gown,” most viewers think this is a Dove ad.
— Twitter (@Twitter) March 5, 2018
Other participants include Oracle executive Jennifer Renaud and female Twitter employees like Nola Weinstein, senior director of marketing and communications, and one of the people who helped create this campaign, titled #HereWeAre. The hashtag flashes across the screen at the end of the commercial, before a very familiar brand logo of a bird appears.
While Dove’s logo is a bird, it’s not that bird. This bird is the Twitter logo. And even though it appeared in the beginning of the ad as well, few recognized it. But everyone loved it, and they took to Twitter, ironically enough, to mistakenly give Dove some credit.
That Dove commercial is my favorite part of the Oscar so far.
— Trodayne Northern (@TroNorth) March 5, 2018
Dang. This is good. Too bad it's not actually supporting women's voices just dove. https://t.co/kOA7nwFMfp
— Michelle Thimios (@MichelleThimios) March 5, 2018
— James Parkley (@jnarls) March 5, 2018
— Betsy Hodges (@BetsyHodges) March 5, 2018
Even after Twitter posted the commercial shortly after it aired, many people were still convinced it was for Dove.
— JAS ATL (@KoolAsJas) March 5, 2018
Some caught on, and others, including celebrities like Questlove, still weren’t sure.
Having debate: was that Twitter or Dove commercial?
— Questlove Gomez (@questlove) March 5, 2018
Maybe Twitter IS Dove. Maybe that was the message.
— Emily Nussbaum (@emilynussbaum) March 5, 2018
— Alan Brown (@alanbrowndna) March 5, 2018
The people at Twitter must be so annoyed that Dove is getting credit for their ad.
— corey kindberg (@coreykindberg) March 5, 2018
— Antonia Juhasz (@AntoniaJuhasz) March 5, 2018
There are a few reasons for the confusion. The first and most obvious (or maybe not) being the similarity between their logos.
A brand nightmare. People are confusing the Dove and Twitter logos. pic.twitter.com/nvV1WYBixm
— “he do got an alligator.” (@KiaSpeaks) March 5, 2018
How did we go this long without realizing that Dove and Twitter have the same logo??
— Epiphany Espinosa (@EpiphanyXiann) March 5, 2018
#HereWeAre great commercial but I thought that was a dove commercial with the quick logo at the end! Lol #twitter logo should always be blue or surrounded by blue especially in a commercial that is similar to a #dove commercial #EasierRecognition pic.twitter.com/PeiK9u0JhV
— VocalTurf (@VocalTurf) March 5, 2018
Plus, Dove has made ads celebrating the empowerment of women in the past. Twitter has not, according to users.
In fairness, it makes more sense for it to be a Dove commercial because we all know Twitter don’t give a fuck about women.
— Angie DuVernay (@Elusive_A) March 5, 2018
wow #HereWeAre is twitter? not dove? surprised…twitter is actually standing up for women? wow. who knew……
— DB☮♥⚯͛StillWithHer (@DC4Hope) March 5, 2018
I thought twitter too but was probably Dove. They do women outreach in their ads.
— Bobbie (@HandRC405) March 5, 2018
At the end of the day, the ad sparked conversation and has an important message for women, no matter what deodorant or social media platform they use: “When we discovered life on another planet, it was a woman. And she built a bridge, not a border. I heard this is how you make history. This is how you create a new world.” And the timing couldn’t have been better — during an event that honors an industry famous for mistreating women.
I thought it was twitter. Whatever it was, the poem sent chills down my spine!
— Daniela (@dalvarad) March 5, 2018
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