#ChooseBeautiful Dove ad gives women a choice - beautiful or average?
Dove's latest viral ad campaign wants to show women that they can 'choose' to feel beautiful.
The company replaced two door signs in busy urban areas with 'average' and 'beautiful' and secretly filmed women as they approached the doors.
Many chose the 'average' door, with several women lining up to walk through the door at one point in the video - despite the empty 'beautiful' door.
Many of the women that spoke to Dove afterwards said they regretted their decision and weren't quite sure why they had chosen the 'average' door.
"It doesn't sit with how I live, with who I am".
Watch the video above.