Dove’s advert against hypersexualization in video games

"Real Virtual Beauty" is the Dove campaign by LOLA MullenLowe

“Real Virtual Beauty” is Dove’s advert claiming real beauty in video games.

In 2004, Dove relaunched its communication under the #RealBeauty concept. In this time, the brand has focused on representing real beauty, fleeing from stereotypes in women. Now, he wants to take that fight to the field of video games.

The games are usually hypersexualized. In them, the main characters or avatars have very pronounced proportions, both male and female. This makes most players feel unrepresented in the game.

“Real Virtual Beauty” is the title of Dove’s advert to fight for real beauty in video games. It has been made by LOLA MullenLowe and the support of the educational team of Unreal Engine, the 3D creation engine owned by Epic Games. She has also had the advice of the British organization Women in Game, which is dedicated to promoting the presence of women in the gaming sector.

According to a statement from the campaign, 60% of women, both girls and adults, do not feel represented in video games. More than a third of these players have their self-esteem affected by the lack of diversity of the characters. To do this, they have worked together with Epic Games to show that it is possible to make diverse characters that are powerful.

Dove’s advert is complemented by different initiatives such as the “Real Beauty in Games” program that aims to redefine the representation of women in video games. She has also launched the game SuperU Story, with powerful tools to combat the canons of beauty that prevail in video games.

Tomás Ostiglia, Executive Creative Director of LOLA MullenLowe commented: “From a very young age, millions of girls are exposed to the stereotypes of beauty they portray. The Real Virtual Beauty project demonstrates how difficult it is for women and girls to see real representation in the gaming world.”

According to Leandro Barreto, Global Vice President of Dove: “Beauty should be a source of confidence, not anxiety, in all aspects of life, both real and virtual. While the games industry has made significant strides to be more inclusive, progress needs to be accelerated.”

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