Dear Dove, a New Jersey company should have known better -- UPDATED!

Using the "New Jersey is the armpit of America" is not a clever play on an old stereotype, it's just so old it farts dust. That'll look good on the billboards and help with travel and tourism eh?

If you haven't heard the Dove company (owned by #Unilever) is planning on putting up billboards in the Garden State this summer telling you to use Dove products on your armpits:

Dear New Jersey, when people call you the armpit of America, take it as a compliment.

Boy, makes you just want to run out and buy Dove products...not. Having worked in PR for years and years Johnny was not really that surprised to hear that the firm of Ogilvy & Mather was behind this blather. If you want underwhelming and uninspired, there you go.

So despite this "We think people in New Jersey will love this" company line from Dove, Johnny's guess is they'll be backpedaling before the first billboard profanes the highway.

UPDATE 3/1 11:51 AM: You killed it, we killed it, Dove killed it. It didn't last 24 hours:

Our intent with the 'Dear New Jersey' ad was to call attention to the fact that armpits can and should be considered beautiful and ask women everywhere to accept this as something that is okay. We did not wish to cause any misunderstanding or offense. We take feedback from our community very seriously and will not be running this billboard advertisement.

Ogilvy & Mather, LOL.