much as in old media. We did not endear ourselves to Facebook when we created an application for Dove that did just that, using Facebook’s own algorithm. We invited women to expose the problem of negative advertising capitalizing on and directly targeting female insecurities using the “Ad Makeover” tool, a web application designed to subvert Facebook’s own advertising marketplace and give women direct control over the ads. Typically used only by marketers, we connected the Facebook advertising auctions platform to a simple consumer interface, allowing women who visited the site to replace crude associations like “Thunder thighs?” with positive messages such as “The perfect bum is the one you’re sitting on”. In “Ad Makeover”, by turning Facebook’s algorithm against those disreputable marketers who pray on women’s insecurities, we empowered women to trade humiliation for admiration by replacing negative messages with ones of mutual support.