here to talk more about the role of women in ads and its impact is jennifer sova.he's worked with fortune 500 brands. with full disclose u, our parent company comcast is one of her clienls. i remember when dove came out with their real women campaign. it was such a great deal and great brands have followed. ultimately brands are only going to keep doing this if it increases their sales, right? >> right. >> i don't care how much you care about social responsibility, et cetera. if your company doesn't sell, it's irrelevant, so i want to put up one of the companies that you work with. this is cromat. tell us what that is. >> it's a swimmer brand. traditionally you feel uncomfortable in your someowims. what we did is cast a babe guard of individuals in the spot, very diverse, very inclusive, and we were policing it. instead of it being no running at the pool or horseplay, it was about all the ability, cellulite allowed, intolerance not tolerated. it worked. we saw a tremendous increase with the ad. they loved it. there was an increase in following. this campaign was pi