Dove’s new hair care range, Dove Damage Therapy, will be all over the telly this Autumn with a new campaign by Ogilvy & Mather.

The national TV campaign breaks tonight (4th October) and will run until December 2010. Set to the Sound of Music classic , “My Favourite Things”, this light-hearted advert demonstrates the effects from everyday styling that modern women put upon their hair.  As the advert unfolds, all the women’s hair are extremely damaged and frizzy, however once they use Dove Damage Therapy their hair is back to being glossy, shiny and moisturised.

Dove Damage Therapy includes two new patented technologies, Fibre Active Technology which brings unique internal repair technology to the market place and Micro Moisture Serum – which offers superior surface repair to each hair fibre. This unique combination of internal & superior surface repair technology provides next generation damage repair – leaving hair beautiful softer, smoother, shinier and stronger.

Grant Yates, senior category manager at Unilever UK says; “We wanted this ad to show our customers the level of hair repair that new Dove Damage Therapy can offer.  Damaged hair is currently the second biggest hair segment within the UK – which is a result of over styling and using heated appliances.  The two patented technologies in Dove are gentle enough to use every day so a perfect solution to an increasing issue for many modern women.”