NEW YORK, N.Y. – Dove is scrapping its plans to run a billboard in New Jersey that tells residents to embrace being called “The Armpit of America.”
Unilever, the brand’s Anglo-Dutch parent company, says the billboard featuring the well-known joke about New York state’s notorious neighbour will not run this summer after all.
The news of the billboard sparked complaints after the New York Times published a story about it last week. The article included an image planned for the billboard, which featured a woman in a white tank top raising an arm behind her head to expose an armpit.
The text read, “Dear New Jersey, When people call you ‘The Armpit of America,’ take it as a compliment. Sincerely, Dove.”
The ad was intended to promote a new line of Dove deodorants.