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Company: Unilever
    View Company Scorecard / Contact Company
Brand: Dove
Ad Title: The Apprentice - Cucumber
Business Category: Personal Products
Media Outlets: Television
Country: United States
Region: North America
Agency: The Apprentice in-house
Year: 2005
Target: Mainstream
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Two teams faced off on The Apprentice to create new speculative spots (thus this is unrated in our Ad Library) for Dove Cool Moisture body wash. One featured a marathon runner applying the product to his sweaty face.

The other, chock full of innuendo, begins with an attractive female chef and her male assistant washing a cucumber. She makes advances towards him and hands over a bottle of Dove body wash. He kisses her on the cheek, but walks away with his arm around a male waiter. The tagline is "A refreshing twist."

Perhaps the most interesting twist is that the pitch came from Bren, a Republican district attorney from Tennessee.

Ad executive Donny Deutsch, who served as judge and jury for the ads, was not impressed. "That gay bit at the end, he said, "I don't think that's the right positioning for a mass product like that."

Bren's teammate Michael didn't think the ad was appropriate, either. "I don't like the whole ending with the gay guy, the gay part, I don't really like it," he said.

Ultimately, most viewers decided that both commercials were awful and neither team won.

Nonetheless, the portrayal in this fictional ad is one of equality, even as the woman misread the man she worked with in the kitchen.

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