Dove has launched a new ad inviteing consumers to “wash away the day”.

Developed by Ogilvy New York with support from Ogilvy UK, the multi-phase platform, Unready for Anything, will run throughout the year, celebrating moments of ‘unwinding’ after major events like New Year’s Eve or Mardi Gras.

The campaign kicked off on New Year’s Eve with out-of-home activations in high-profile locations like Times Square in New York, and Leicester Square and Carnaby Street in London.

It also launched across digital and social media channels, with media strategy handled by Mindshare.

Mele Melero, Chief Growth Officer for Dove Personal Care North America & Dove Masterbrand, said: “Dove has always been about celebrating real beauty and real moments. ‘Unready for Anything’ connects with the simple joy of unwinding after a special moment, big or small.

“It’s about that comforting feeling of washing away the day with the Dove Beauty Bar, a moment of self-care and reflection after a day or night well-lived.”

“This campaign isn’t just about cleansing; it’s about capturing the joyful reality of life in all its vibrant, unfiltered beauty,” added Camilla Clerke, Global Executive Creative Director for Unilever at Ogilvy.

“We’re finding beauty in those ‘unready’ moments, showcasing the remnants of celebration—the glitter, the confetti, the smudged colors—as a testament to experiences lived fully.

“We’re immensely proud of Ogilvy’s decades-long partnership with Dove, stretching back to David Ogilvy’s original work on the Beauty Bar when it launched in 1957.

“It’s a privilege to contribute to the brand’s iconic status and further elevate the iconic product that started it all.”