Dove Debuts First-Ever Comedic Ad During SNL50: The Anniversary Special to Celebrate Its Most MOISTurizing Body Wash Yet
ENGLEWOOD CLIFFS, N.J., Feb. 16, 2025 /PRNewswire/ -- Beauty brand Dove celebrated the launch of its most moisturizing body wash ever with the brand's first comedic TV ad. NBC audiences saw the ad debut during tonight's landmark SNL50: The Anniversary Special.
The new 30-second spot, created by Maximum Effort, takes on one of the most loathed words in the English language—"moist"—with a hilarious twist. While "moist" might make some uncomfortable, Dove remains one of America's most-loved body wash because of its moisturizing formulas. Now, NEW Dove Deep Moisture Body Wash delivers more moisture than ever—for 24-hour lotion-soft skin, straight from the shower.
The spot takes a satirical approach to a focus group scenario, featuring four women who are initially enthusiastic about the new body wash, but gradually unravel as they're introduced to the cringeworthy, "moist" focused marketing campaign, featuring an over-the-top mascot named "Mrs. Moist" and a jingle that takes the word "moist" way too far. Following its NBC premiere during SNL50: The Anniversary Special, the new MOISTurizing ad can be viewed on Dove social channels.
As the #1 dermatologist-recommended body wash brand, the newly reformulated Dove Body Washes offer millions of moisturizing microdroplets by leveraging a patented Renewing MicroMoisture™ technology. The new formula goes beyond hydration, working with the skin's natural renewal process to deeply nourish and lock in moisture like never before.
Dove's proprietary small droplet technology, unlike that in any other body wash on the market, ensures that moisture reaches even the tiniest crevices of dry skin, and our formula improves signs of dryness for a full 24 hours. Formulated with stearic and palmitic fatty acids, this ultra-hydrating formula actively replenishes the skin's moisture barrier, leaving it visibly softer, smoother, and deeply nourished. The rich, creamy lather transforms every shower into a luxurious, self-care ritual, making it the ultimate choice for dry skin relief.
"We're so excited to debut our first comedic ad with this new spot that celebrates moisture during such an iconic moment in television. While the word 'moist' might be polarizing, we can all agree that we love moisture, and with Dove Body Wash, moisturization and hydration doesn't stop in the shower— it keeps working all day long," says Kathryn Fernandez, Head of Dove Purpose & Engagement, Unilever North America. "Our latest innovation and patented Renewing MicroMoisture™ is a game-changer, delivering 24hr lotion soft skin, straight from your shower, and we are thrilled to re-introduce it to the SNL50 audience in a way that is fresh and new for Dove."
Beyond superior skincare, Dove Body Wash remains committed to sustainability and ethical beauty. Each sulfate- and paraben-free formula comes in an ergonomic, 100% recycled plastic bottle, designed to be stored upside down so every last drop of nourishment is put to use. As part of Dove's global commitment to cruelty-free beauty, the entire collection is also PETA Approved Vegan and never tested on animals.
Elevate your dry skin routine with NEW Dove Deep Moisture Body Wash by visiting any major retailer in-store or online like Amazon, Target & Walmart. Explore Dove.com to find the Dove Body Wash to best care for your specific skin needs.
About DoveDove started its life in 1957 in the US, with the launch of the Beauty Bar, with its patented blend of mild cleansers and ¼ moisturizing cream. Dove's heritage is based on moisturization, and it is proof not promises that enabled Dove to grow from a Beauty Bar into one of the world's most beloved beauty brands.
Women have always been our inspiration and since the beginning, we have been wholly committed to providing superior care to all women and to championing real beauty in our advertising. Dove believes that beauty is for everyone. That beauty should be a source of confidence and not anxiety.
Dove's mission is to inspire women everywhere to develop a positive relationship with the way they look and realize their personal potential for beauty.
For more than 65 years, Dove has been committed to broadening the narrow definition of beauty in the work they do. With the 'Dove Real Beauty Pledge,' Dove vows to:
Portray women with honesty, diversity, and respect. We feature women of different ages, sizes, ethnicities, hair color, type, and style.
Portray women as they are in real life, with zero digital distortion and all images approved by the women they feature.
Help young people build body confidence and self-esteem through the Dove Self-Esteem Project, the biggest provider of self-esteem education in the world.
About Unilever in North AmericaUnilever is one of the world's leading suppliers of Beauty & Wellbeing, Personal Care, Home Care, Nutrition and Ice Cream products, with sales in over 190 countries and products used by 3.4 billion people every day. We have 127,000 employees and generated sales of €59.6 billion in 2023.
Our leading brands in North America include Dove, Hellmann's, Vaseline, Degree, Axe, TRESemmé, Knorr, Magnum, Ben & Jerry's, Nutrafol, Liquid I.V., Paula's Choice, and Dermalogica.
For more information on Unilever U.S. and its brands visit: www.unileverusa.com
About Maximum EffortMaximum Effort makes movies, tv series, content and cocktails for the personal amusement of Hollywood Star Ryan Reynolds. We occasionally share them with the general public. Producers of the Deadpool films, Free Guy, The Adam Project and Welcome to Wrexham.
Media Contact: Samantha Colton, samantha.colton@edelman.com
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