If you’re from New Jersey I have a question for you : When is the last time you can remember someone calling our state ‘The Armpit of America’ to your face? I am a New Jerseyan and have lived here for almost my entire life and I can honestly say that I have only heard the term once a couple years ago online and I have never heard it since… until this advertisement. In fact after hearing it a couple years ago I asked other Jersey residents and less than 1 in 4 even knew about it. It’s like the old “What exit?” joke. I have never heard that in real life… not even once. I’ve only seen on a couple of online lists.
I guess Dove is trying to comfort us with their backhanded compliment. Obviously the advertising agency is not from New Jersey or they would know that we are almost never assaulted with this term. But then again Dove’s North American headquarters are in Englewood Cliffs. To Dove I would like to say:
Don’t worry. We take everything as a compliment and contrary to what you may think, we do know how to use deodorant.
The State of New Jersey.
PS. We look forward to the billboard.
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