There's a good article in this week's AdAge on the phenomenon that the Dove "Evolution" spot has become. In just two weeks, and with zero media dollars spent, the spot has had two million views, and has been played on CNN, "Ellen", "The View" and "Entertainment Tonight." It has also, according to Technorati, been one of the most blogged about topics of the past few weeks. And as a personal anecdote, my wife has had it emailed to her by 4 different people. She's never had anyone email her an ad before. But most of all, it's led to 3 times the traffic to the CampaignForRealBeauty.com website that Dove's Superbowl ad did last year.
Just to reiterate: they've had better results from an ad on YouTube than from a Superbowl ad which cost roughly $2 million dollars in media.
Russell had a piece in Campaign magazine last week speculating that soon we'd get to the point that a forward-thinking brand would have zero dollars spent in media. Apparently we didn't have to wait very long.
Incidentally, it was a Toronto production. Kudos to Nancy & Janet and everyone at Ogilvy Toronto for this - nice work.