The "common woman"

Dove body product commercial:

http://www.youtube.com/watch?v=hqSlSXqlRfk

This commercial appeals to "the common woman." Its trying to show that a lot of the key images in the media are misleading. The images put forth as the female "model," have been touched up, shaped, and glossed over to perfection. Dove is actually taking the opposite approach in their marketing. Instead of saying that if you use this product, you will look like this, they say, be real, nobody looks like this. Use this product, it will make you look like you. On the one hand, that may seem to appeal to many who are sick of never meeting the "media standard." But on the other hand, women have been trained to aim for that standard. Dove's sales arent always skyrocketing, because they have taken this different approach. Is this approach better? more truthful? less effective?