Dove is currently facing significant backlash over its recent campaign collaboration with Unreal Engine, which aims to criticize the portrayal of overly sexualized women in video games. Since the release of the campaign video, which was powered by Unreal Engine, it has received extensive criticism from both gamers and industry insiders.
The video showcases a strong female protagonist clad in full-plate armor, defeating an alien enemy before retiring to her dressing room. As she removes her armor and gazes at herself in the mirror, she smiles and decides to venture back into battle wearing a new outfit. The clothing she reveals underneath—an ensemble consisting of a green top and shorts—can be seen as reminiscent of Lara Croft’s iconic attire. Towards the end of the video, it is revealed that the character was modeled after a real person, who stands beside her virtual counterpart. Dove partnered with Unreal Engine and Women in Games to promote the idea of “making virtual beauty real,” implying a desire to challenge the prevailing beauty standards for women in video games.
Shortly after the video’s release, it faced widespread criticism. Female gamers, in particular, voiced their discontent with the campaign’s message, asserting that they play games primarily for escapism and are unconcerned about the appearance of the main character. People also pointed out inconsistencies within the video itself, highlighting the stark contrast between the overly sexualized version of the character depicted in the full-plate armor and the final portrayal, where she wears significantly fewer clothes. This raised questions about the intended message from Dove, especially as they claim to be addressing the sexualized depiction of women while showcasing a character with a fuller body type.
Gaming insiders countered Dove’s campaign by highlighting the progress that has already been made in the industry. They cited characters like Ellie from The Last of Us, Aloy from the Horizon series, and Ellie from the Borderlands games as examples of well-rounded female characters with diverse appearances. Some individuals even defended female characters depicted with more idealized features, arguing that a character’s appearance does not undermine their depth and complexity.
A quick search on Twitter reveals a lack of supportive comments regarding the video. The gaming community appears to have overwhelmingly rejected Dove’s message, instead opting to celebrate the existing diversity of women in video games.