Dove Real Women Define Luxury in 30-Second Ad

GREENWICH, Conn., Dec. 6 /PRNewswire-FirstCall/ -- America will choose the next Dove real women ad. Capitalizing on the success of last year's contest, Dove, the leading personal care brand(1), is asking real women to define luxury in a 30-second ad that will premiere during a commercial break in The Oscars(R) on ABC Feb. 24, 2008, as part of the new Dove Supreme Cream Oil Body Wash Ad Contest. This is the first year that Dove is asking America to vote live on Oscar Sunday at http://www.oscar.com/. Oscar(R) telecast viewers will have the opportunity to cast their votes for their favorite new Dove ad live on http://www.oscar.com/ during the show on Feb. 24. America's favorite ad will then be revealed later in the evening.

"Private Practice" star Amy Brenneman joins Dove to help kick-off the contest by sharing her point-of-view on luxury. Brenneman created her very own 30-second ad at http://www.dovecreamoil.com/, where real women can submit original entries.

"I am excited to participate in a program empowering real women to showcase their talents," said Brenneman. "The Dove Supreme Cream Oil Body Wash Ad Contest is an exciting opportunity for real women to define their own version of luxury. A relaxing shower is one of my top luxuries every day."

Last year Dove debuted its first real woman-created ad, made by 22-year- old Lindsay Miller of Sherman Oaks, Calif., during a commercial break in the Academy Awards(R) telecast. Lindsay told us her shower is her concert hall - a space where she feels beautiful even when no one is looking. The inaugural contest helped Miller jump-start her career and land a coveted job working at a Hollywood production company. This year Dove wants real women to submit ad entries sharing how real women shower themselves in luxury every day. The brand is asking America to help determine the ad that best captures the essence of the new products and the brand's philosophy with the new live voting element.

Five semi-finalists will be chosen to participate in an all-expense paid, star-studded trip to Los Angeles, plus tickets to an exclusive Oscar telecast viewing party. Then, two final ads will air during a commercial break in The Oscars on Feb. 24. Viewers can vote by text or vote online at http://www.oscar.com/ to choose their favorite ad. The winner will be revealed live in another commercial break during The Oscars.

"The Dove Supreme Cream Oil Body Wash Ad Contest is all about real women - the ads are created by and chosen by real women," said Kathy O'Brien, Dove marketing director. "We were overwhelmed by the popularity of last year's contest and are glad to offer even more women the opportunity to participate with the live voting during the Academy Awards show."

Participants can view sample videos from Amy Brenneman and last year's contest finalist for inspiration. A step-by-step tutorial and editing tools are provided to participants at http://www.dovecreamoil.com/ making the project easy for both beginners and advanced amateur filmmakers.

Entries for the Dove Supreme Cream Oil Body Wash Ad Contest will be accepted from 12:00 a.m. EST on Dec. 5, 2007 to 11:59:59 p.m. EST on Jan. 9, 2008. Submissions for the Dove Supreme Cream Oil Body Wash ad will be reviewed by an anonymous panel of judges, who will be responsible for identifying the top five entries. Judging criteria to determine two grand prize winners will be based on originality and creativity of the content, adherence to the original creative assignment, consumer feedback and the overall appeal. America will choose their favorite ad on Oscar Sunday, Feb. 24, 2008, by texting their votes or voting online at http://www.oscar.com/. Visit http://www.dovecreamoil.com/ to review contest rules including content guidelines. Dove joined with MSN to host the contest site. No purchase necessary.

Dove Supreme Cream Oil Body Washes in Sleek Satin and Ultra Rich Velvet utilize advanced technology to provide top moisturization benefits and a rich and luxurious shower experience. The new Dove Supreme Cream Oil Body Washes use special technology to whip cream and oil into an exceptionally rich, smooth cream that delivers ultimate moisture and leaves you feeling like irresistibly Sleek Satin and Ultra Rich Velvet. Sensationally lathering and exceptionally moisturizing, Dove Supreme Cream Oil Body Washes leave every inch of your body feeling unbelievably soft and pampered. The Dove Supreme Cream Oil Body Wash collection will be sold in food, drug, mass and club retail beginning January 2008.

About Dove

The Dove mission is to make women feel more beautiful every day by challenging today's stereotypical view of beauty and inspiring women to take great care of themselves. Dove, manufactured by Unilever, is the No. 1 personal wash brand nationwide. One in every three households uses a Dove product(1). Dove is available nationwide in food, drug and mass outlet stores.

About Unilever

Unilever , one of the world's largest consumer products companies, aims to add vitality to life by meeting everyday needs for nutrition, hygiene and personal care. Each day, around the world, consumers make 160 million decisions to purchase Unilever products. The company has a portfolio of brands that make people feel good, look good and get more out of life.

In the United States these brands include recognized names such as: Axe, "all," Ben & Jerry's, Bertolli, Breyers, Caress, Country Crock, Degree, Dove personal care products, Hellmann's, Knorr, Lipton, Popsicle, Promise, Q-Tips, Skippy, Slim-Fast, Snuggle, Suave, Sunsilk and Vaseline. All of the preceding brand names are registered trademarks of the Unilever Group of Companies. Dedicated to serving consumers and the communities where we live, work and play, Unilever in the United States employs approximately 13,000 people in more than 60 office and manufacturing sites in 24 states and Puerto Rico - generating nearly $10 billion in sales in 2006. For more information, visit http://www.unileverusa.com/.

(1) AC Nielsen (2004) Contact: Jessica Axelrod/Edelman 212-642-7757 jessica.axelrod@edelman.com Stacie Bright/Unilever 203-625-1130 stacie.bright@unilever.com