Dove Beauty goes to the theatre now.

The Dove Monologues? First Evolution, then Onslaught, now comes word from culture-buzz.com that they’re doing a play. Although auditions are over, production has begun and will once again challenge our notions of beauty. On one hand, from a branding POV, it’s cool to see how content is now integrating with other media and entertainment, Walmartopia notwithstanding, but Dove is still controlling the message again.

Why not though let bitter ad folk-bloggers get the word out for the audition process? Seems to me if you want to affect change, you start with the media unless that wouldn’t allow them total control. Where we’re headed: real beauty feature-length film. It’s fertile ground. Sodeburgh’s done it using real people as actors. Even friend of the show Crispin Glover walked the walk and used actors with Down Syndrome.

Tags: Onslaught, Evolution, Dove