The blogosphere – ok, the women’s blogosphere, myself included – is a bit annoyed by a recent act of FCC censorship for “implying nudity.” And who are the filthy perverted sex fiends the FCC has saved us from? It’s a cosmetics company. Yes, they have stopped Dove soap from airing a cool ad for their new Pro-age (as opposed to the usual Anti-aging) line of skin products for older women.
Featuring a half dozen luscious women over 50 is a lovely nod to the new parameters of what is beautiful and sexy. These fabulous women appear to be having a great, relaxed time during their nude shoots. Close-ups on age-spots and wrinkles are combined with long-shots of bodies of varied sizes and hues, posed so that the discreet placement of arms and thighs hides breasts and crotches. There’s no ridiculous posy-ness, no artificial come-hither crap – just some fine women de-robed and delightful.
It is such an unusual and buoyant “take” on how to market to boomers, that I’ve read some blog commenters who say they are buying the products just to support Dove.
Here’s the ad.
I hate being trite, but I simply have to wonder about these FCC freaks. Rape? No problem showing it – in fact there’s a Law & Order stream devoted to rape. Shootings? Beheadings? Fist fights? Smacking women around? Bombings? People buried in vats of live worms while being shot up by Uzi-wielding kids? They rock!
Don’t even get me started with questions of why women’s nipples are so hysterically banned (the FCC fined CBS $550,000 for Janet Jackson’s “wardrobe malfunction” and rules were tightened) while men’s nips are exposed everywhere. Or why there are uncounted ads and TV shows using the “implied” nudity of young skin, while these over-50s are considered obscene.
Hey FCC. Is it really just about flesh? Or are your fixations on youthful femininity all shook up by these older women’s succulent ease in the buff?