What do Cynthya Karam, Yara Bou Monsef, Mia Saiid and Maya Allawi have in common? Apart from being famous, each in her own sphere, and beautiful each in her own way. Well, apparently, they use Dove shampoo. The ad promises 0% AI and 100% real beauty in compliance with the Dove slogan. Apparently not even CGI was used doing the ad. The mood of the film is dreamy, feminine, and very much targeted to women in all its rosy atmosphere all over. Apparently the idea was "(a)t its heart, Be Gentle is a reminder that the kindness we so naturally extend to others should include ourselves" - which sadly I did not see translate in the film, by that I mean I did see the ladies be gentle on themselves but the idea that they "extend (kindness) to others" was missing - because that would have been a hell of a great concept to see.
The copy seemed - well - too on the nose. I mean it was too forced to be as suave at the visuals, and somehow failed to deliver. Make no mistake though, the target audience of the film will appreciate it a lot, it knows whom it is speaking to. See the film here.