When your brand is as recognizable as Dove soap, the challenge shifts from proving your worth to simply staying top of mind. Consumers already trust the quality and price—now it’s about making sure they think of Dove when they reach for a bar of soap in the grocery aisle. And what better way to do that than by showing up in their lives all year long?

Enter holidays.

While many beauty brands focus on prepping people for holiday gatherings with an arsenal of products, Dove is tackling the aftermath. Their latest campaign, Unready for Anything, is a simple but clever play on seasonal messes. Each ad features Dove’s classic soap bar, covered in suds and surrounded by holiday-themed remnants—Halloween candy wrappers, Thanksgiving gravy spills, St. Patrick’s Day glitter explosions. The message? No matter how much fun you have, you’ll need to clean up afterward. And when you do, Dove will be there.

By tying everyday hygiene to year-round celebrations, Dove ensures they stay in the conversation—because if there’s one thing we can all count on, it’s that life (and holidays) get messy.