Dove runs experimental video to present a sense of silky smoothness

For many years, Dove chocolate has established its core brand around the notion of "silky smoothness", referring to the product experience of Dove and its fine texture.However, after years of showing pieces of brown silk flying through its commercials, Dove needed to do something to refresh interest and bring attention back to "silky smoothness".BBDO Beijing took on the task to communicate this silky smooth pleasure experience via what it calls an Autonomous Sensory Meridian Response (ASMR) video, a form of experimental video that aims to trigger a pleasurable tingling sensation in audiences.In partnership with China's science platform Guokr, Dove's latest videos were put to scientific testing to ascertain whether they really did have physiological effects that simulate pleasure in viewers. The films, launched on Tencent, aim to show the tingling of silky smooth pleasure experienced by consumers whilst eating Dove chocolate.The results are currently being studied by neuroscientists and will be made public in the coming months.The online experiment is also available on Iqiyi (爱奇艺), where audiences can track their heart beat whilst watching the films on a dedicated campaign page.“This is about harnessing cutting-edge technology to tell a beautiful Dove story of a pleasure seeker," said Howard Mok, ECD of BBDO Beijing.CreditClient: DoveCreative: BBDO BeijingMedia: MediaCom