An Armpit of America ad is already set to be pulled after the Dove ad elicited a firestorm of controversy in the state of New Jersey. In an attempt to reach a wider fan base, Dove released a new set of billboards in the U.S. Garden State, telling the proud region to embrace its nickname by some, the “Armpit of America.” However, UPI News shares this Wednesday, March 5, 2014, that Dove has decided to pull the commercials due to some very harsh feedback from online users.
While Dove may tell those in the state of New Jersey to appreciate its moniker in its Armpit of America ad, quite a few people were not at all pleased with the care product company’s latest advertisement. Earlier this March 2014, Dove unveiled its billboards to Garden State residents, trying to make light of people calling the area the U.S. nation’s “armpit.”
"Dear New Jersey, when people call you 'The Armpit of America,' take it as a compliment. Sincerely, Dove," read the unwelcome billboards for the Englewood Cliffs, N.J.-based company.
However, some fierce controversy and angry feedback was instantly met by New Jersey residents — the very same people who the ad was supposed to “feel better” about the unfortunate nickname. Wrote one upset customer on Dove’s official Facebook page:
"I was born and raised in NJ and will no longer be using your products. Take it as a compliment," said the woman in her product.
"I have used Dove products for many, many, many years, but NEVER AGAIN," wrote another hurt Facebook user. "How could you eve [sic] think that an ad like that would not offend the people of New Jersey?"
It seems that while quite a few New Jersey based Facebook users appreciated the Armpit of America ad, Dove decided to cancel it this Tuesday. Due to the overwhelming negative feedback and subsequent controversy, Dove released a statement saying, the company would not be "moving forward with publishing or displaying this ad."
The poorly thought-out billboards were part of Dove's recent "Open Letter to the Armpit Campaign," though it seems there advertisements will be taking a new direction in the very near future.