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I seen this a while back. It's a bit hypocritical in my opinion because Dove is owned by Unilever which also makes Axe deodorant spray which depicts women as sexual objects in it's ads.
I hadn't even thought of it from that end of the spectrum. As usual, the marketing is brewed on the dark side, all hype, no meaning.
Don't get me wrong, the ad is clever, but in the end its run by a company that doesn't really care in the end. All hype as you said.