Cookie banner

This site uses cookies. Select "Block all non-essential cookies" to only allow cookies necessary to display content and enable core site features. Select "Accept all cookies" to also personalize your experience on the site with ads and partner content tailored to your interests, and to allow us to measure the effectiveness of our service.

To learn more, review our Cookie Policy, Privacy Notice and Terms of Use.

clock menu more-arrow no yes mobile

Filed under:

Dove’s New Deodorant Ad Captures a Woman’s Proposal to Her Boyfriend

Photo: Dove

Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.

In the past, Dove has engineered some pretty conceptual experiments for its commercials — like asking women to walk through doors labeled "beautiful" or "average" and enlisting a forensic sketch artist to illustrate women's self-perceptions.

For its latest campaign, Amazing Moments, the brand aims to capture sweet moments as they happen to real people. The below YouTube short tells the story of Louisa and Rob, who met in maybe the cutest possible way: She had a poster of his band on her wall when she was 12, then they met randomly later in life and fell in love.

Now, Louisa is planning a surprise proposal to Rob (!) and Dove's cameras are there the entire time. The tagline is: "Sometimes the moments that make us sweat are the most amazing moments of all" to tie it all back to deodorant. It's cute.