Click to enlarge

Sunday, YouTube vlogger oneparkave (AKA Shmuel Tennenhaus) published a video about the apparent failure of Dove's recent campaign, dovecreamoil.com - which, via a spot featuring actress Sara Ramirez, invites users to create an ad to be aired during the Oscars in February.

Titled Dove Ad Campaign Fails on YouTube, vlog says though the Dove video garnered 3 million views on YouTube, it came up with only a one-star rating from the 10,000 who rated it. Furthermore, Dove shut down the comment section due to the YouTube audience's negative reaction. (However, the campaign was also featured on AOL Living, meeting with a much better reception - including some 750 ad entries from Dove fans.)

In his video, Oneparkave displays some of the negative YouTube comments, many of them by members angry at the lack of creativity by agency Ogilvy & Mather, which they accuse of not understanding the YouTube culture.

Apparently, the campaign met with more success when it focused on its intended demographic - e.g., women found at AOL Living - than hard-core YouTube fans.