Dove’s Cringe-Worthy ‘Women In Gaming’ Ad Gets Destroyed for Promoting Fat, Ugly Characters

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An outrageous ad by soap company Dove features a fat female video game character, in a purported effort to push back against the supposedly unrealistic portrayals of women in games.

The ad produced by Dove in conjunction with Epic Games’ Unreal Engine depicts a relatively-attractive female heroine triumphing over a giant boss, before she heads home and removes her body-shaping armor to reveal she’s actually very overweight.

🎮 @Dove takes a stand against overly sexualized women in video games, with @EpicGames’s Unreal Engine education team & @womeningames, eliminating stereotypes and to build young players’ self-esteem & body confidence.https://t.co/Kgx6XJyNwn #realbeauty #seeall #womeningaming pic.twitter.com/W0MEWsEuyJ

— The Drum (@TheDrum) May 11, 2023

After the hefty female avatar looks in the mirror, she gains new confidence in her chunky self, picks up a sword and waddles back into battle sans her body-shaping armor.

The ad goes on to claim “74% of girls feel underrepresented in video games,” suggesting they suffer self-esteem issues as a result.

In a press release regarding the “Real Virtual Beauty” campaign from Dove parent company Unilever last October, they noted its about “increasing representation and diversity in gaming for women and girls.”

The ad was brutally mocked on social media for talking down to female gamers, and for attempting to distort traditional beauty standards and instead promote an unhealthy lifestyle.

Absolutely not. ACTUAL female gamers never asked for this. Stop asking ideologues what they want and pretending like you asks female gamers. I like my escapism as just that, escapism. And PRETENDING to represent the thoughts and opinions of women who actually spend their time and…

— Merry Mayhem (@Merryb2184) May 17, 2023

does anyone find it funny how these companies will always be like “WERE DONE SEXUALIZING WOMEN. NO MORE HOTTIES” and bring out a chubby woman? like what are you saying here exactly lmaoooo

sorry dove, she’s still hot i’m gonna sexualize her you cant stop me sorry

— shoe (@shoe0nhead) May 17, 2023

So as a female gamer myself, it seems you want us to play as unattractive, dumpy looking female characters.

I don’t think so. pic.twitter.com/gqwVbxzFAf

— La Reina🇺🇸Creole🇩🇴🇯🇲🇵🇷🇹🇹🇨🇺🇭🇹🇲🇽🇨🇴 (@LaReinaCreole) May 17, 2023

so 74% of girls who play video games are fat? sounds about right.

— woggles (@woggillini) May 16, 2023

I hate that @Dove is suggesting that only unhealthy women enjoy video games.

— Jeff Richman (@jcrichman) May 17, 2023

What does this have to do with washing your face?

— 𝕂𝕣𝕚𝕤𝕥𝕚𝕟𝕊𝕡𝕖𝕔𝕚𝕒𝕝𝕂🇦🇽 (@CallMeK1123) May 17, 2023

Oh god. It’s happening. pic.twitter.com/lA8XD35XxR

— Grant♟️ (@granawkins) May 18, 2023

I’m a female gamer and I am not over weight or obese. Also, many games now have body scale sizing, so you can design your character to look however you like. Lastly, you’re a soap company. Stick to that.

— Nina Infinity (@Nina7Infinity) May 17, 2023

In my three decades of gaming, I’ve never seen a single male character that looked like me. Hasn’t stopped me.

I feel represented by their struggles and their values though.

Strange.

— Dicepunk (@dicepunkstudios) May 18, 2023

Feminists: “That skimpy body armour is unrealistic and impractical”

Also feminists: “It’s okay for a disabled woman to be portrayed as a soldier in WWII, games don’t have to be realistic”

— 6igantuar (@6igantuar) May 17, 2023

All the female gamers I know rather play a hot female charcter than being “represented”… How is it possible to be so out of touch is beyond me.

— kapy (@kapy1994) May 17, 2023

So you are then mocking fat women – saying they are not attractive because you coin them as not overly sexualized? Saying they have no self esteem or body confidence if they don’t play a fat parody of themselves?
Beauty is not body size either.

— 🇺🇸O.G.Starwars 🪶💫 🕉🧘🏻‍♀️ (@OGStarwarsAB) May 17, 2023

What is wrong with having fit athletic heroes in todays culture? We have an obesity epidemic in today’s culture. This is isn’t body positivity, it is normalizing unhappiness though unhealthy eating.

— Luminaire (THAC0 gatekeeper) (@ChronoLuminaire) May 17, 2023

Why does @Dove hate women?

— Steph Anie (@mynerdyhome) May 17, 2023

They are effectively doing to women what neoliberal globalism has already done nations and peoples: interchangeable meat bags without identifiable qualities.

— Syd Steyerhart (@SydSteyerhart) May 17, 2023

We’ll see if outrage against the cringe-worthy ad campaign rises to the point of a boycott, or if the company will see sales fall in accordance with the “Get woke, go broke” maxim.