To demonstrate the unique benefit of Dove's new line of hair styling products - that they allow hair to move freely and naturally - classic cartoon women, with famously stuck-in-place hairstyles, were given flowing new hairdos. In print and out-of-home we see before and after shots of Marge Simpson, Wilma Flintstone, Jane Jetson and Velma Dinkley (from Scooby Doo). The :30 television commercial features a testimonial style ad where three of the women discuss their longstanding problems with hair and the sense of liberation they have when it is allowed to move and be beautiful. Tagline: "Unstick your style".

The TV commercial launched in January 2005 and ran on high-rated shows targeting women, including "American Idol" and "The Apprentice". Print also broke in January and ran in several of the top women's magazines. In February, as the campaign developed exposure, we rolled out the out-of-home component featuring Marge Simpson. This component included bus shelters, wallscapes, transit and bus ads in major metropolitan markets. To support the advertising, a complete integrated marketing campaign was developed, including public relations, in-store, point of purchase, web, Spanish language, and merchant education.