Dove celebrates beauty behind grit and grime, shows women in sport to #ChangeTheRhyme

 

Unilever brand Dove has launched a video challenging the conventional notion of beauty yet again, this time in India. The video has been conceptualised by digital lifestyle platform Blush, part of social media content maker Culture Machine.

 

#ChangeTheRhyme is the theme of the three-minute video, which is built around the nursery rhyme ‘Chubby cheeks, dimple chin’. 

 

As children recite the rhyme after their teacher, the visuals tell the story of women training in different sports. Gradually, the tempo of the rhyme picks up, with the on-screen action keeping pace. It reaches a crescendo, at which point the sportswomen attain their moments of glory on the field, the reward for their efforts. Meantime, in contrast, the rhyme continues with the words:

 

"Chubby Cheeks, dimple chin,

Rosy lips, teeth within,

Curly hair, very fair,

Eyes are blue, lovely too."

 

A voice over pops the last words of the rhyme, ‘Is That You?’ A bleeding athlete responds on screen saying, “No.”  A super reads, ‘There is more than one kind of beautiful. Let’s break the rules of beauty.’