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The days when only stereotypical models starred in ad campaigns are long gone. Instead, many companies like Dove, Honey Maid, and Nike are now using people who redefine classic beauty and family archetypes.

Though each ad campaign is as different as it is powerful, one thing remains true in all: no one looks the same.

Dove breaks the beauty mold

Dove has been one of the trailblazers in the creation of ad campaigns that focus on real people with real bodies. Since 2006, they exposed the ways women are inaccurately portrayed through mediums like Photoshop.

The mission of this campaign was to tell women that you don’t have to be a size two model to use their products – something no one hates to hear.

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Honey Maid redefines traditional family

In 2014, Honey Maid released its “Wholesome” ad campaign, which featured interracial, gay and other non-stereotypical families enjoying their snacks.

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And like with anything new, there hasn’t been widespread acceptance. Some have shared their negative opinions on social media. But, Honey Maid made lemons out of lemonade with this genius way of turning hate into love.

Nike proves gender is objective

Nike featured the USA’s first transgender Olympic athlete in their recent ad campaign. Chris Moiser, who is a duathlete, represents the first transgender athlete to ever be in a campaign of this magnitude.

Do we sense a change in the advertising tide? While we still have a long way to go to evenly represent people from all walks of life, it’s refreshing to see brands cultivate a new image and try to redefine the norm.