Armpit of America ad billboard will never see the light of day. Dove pulled the ad due to backlash from New Jersey residents. According to The Christian Science Montior on Mar. 5, the "failure to launch" was decided by the brands parent company Unilever.
The text of the ad read, 'Dear New Jersey, When people call you 'The Armpit of America,' take it as a compliment. Sincerely, Dove."'
The Armpit of America ad shows a woman exposing her armpit in a way that vaguely resembles the outline of the state of New Jersey. Dove was trying to raise awareness and promote armpits while dissing the Garden State.
This Armpit of America ad was set to run in July, but will not make its debut on any billboard anytime soon now. While the deodorant maker wanted to change some people’s perceptions, all they succeeded at was infuriating many others.
Dove has been known lately for its unconventional ad campaigns. Including a much more successful and positively received recent one that challenged the status quo by showing women of all shapes and sizes in a very flattering light. Word has it that the company is trying to use its foundation to donate the prepaid and unused billboard space to a needy charity.
What do you think about the Armpit of America ad story? Please drop in your comments below.
Recent articles from this Examiner (click on the link to read):