5 Reasons Dove’s 'My Neck, My Back' Deodorant Commercial Is The Most Controversial Ad Of 2025

The advertising world is currently buzzing about one of the most unexpected and controversial marketing moves in recent memory: Dove's Whole Body Deo commercial, which features a sanitized, upbeat remix of the infamously explicit 2002 rap song, "My Neck, My Back (Lick It)" by Khia. As of late 2024 and early 2025, this campaign has successfully—or perhaps infamously—captured the attention of millions, sparking a massive social media debate over the use of a sexually charged anthem to sell a family-friendly brand's new product. The commercial, part of the larger "Let Your Body Body" campaign, is a calculated risk aimed at disrupting the crowded whole-body deodorant market, but it has left many viewers simultaneously confused, amused, and outraged.

The core of the controversy lies in the stark contrast between Dove's long-standing image of "Real Beauty" and the raunchy origins of the song, which details explicit sexual acts. The new version, performed by rapper Chika, replaces the original X-rated lyrics with the much tamer, yet still memorable, line: "My neck, my back, my legs and pits and all that." This strategic lyrical pivot is a brilliant, if polarizing, attempt to leverage a known cultural entity—Khia’s hit—while repositioning Dove’s brand for a new generation and a new product category: whole-body odor solutions.

The Rapper Behind the Remix: Chika’s Complete Biography and Career Timeline

The artist tasked with reimagining Khia’s iconic track is American rapper and singer Chika, known professionally as CHIKA. Her selection is a key component of Dove's strategy to connect with a modern, body-positive, and musically sophisticated audience.

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• Full Name: Jane Chika Oranika.
• Date of Birth: March 9, 1997.
• Hometown: Montgomery, Alabama.
• Early Career: Before her music career took off, Chika reportedly worked as a cashier at Chipotle in her hometown.
• Viral Breakthrough: She first gained widespread public recognition in 2018 after posting a blazing freestyle rap on social media over Kanye West's "Jesus Walks" beat, which went viral. Her charged lyrics and powerful delivery established her as a formidable and outspoken new voice in hip-hop.
• Major Milestones: Chika has been recognized for her talent with a Grammy Award nomination. Her music is known for its charged, honest, and often political commentary, making her a "rebel" and a distinct personality in the music industry.
• Dove Collaboration: In 2024/2025, she became the voice of the Dove Whole Body Deo commercial, writing and performing the custom track for the "Let Your Body Body" campaign, solidifying her presence in the advertising world.

The Audacious Marketing Strategy: Why Dove Used a Raunchy 2002 Hit

Dove’s decision to use a rework of Khia’s "My Neck, My Back" for their Whole Body Deo product is a textbook example of high-risk, high-reward viral marketing. The entire campaign, titled "Let Your Body Body," is designed to be provocative and memorable, driving consumer attention to a new product category—whole-body deodorant—that is rapidly gaining traction in the personal care market.

The Rise of Whole-Body Deodorant Solutions

The market for whole-body odor control has exploded in recent years, with brands moving beyond the traditional "pits" and targeting areas like the back, thighs, and groin. Dove, a brand owned by Unilever, saw a multi-million-dollar opportunity to position its new Whole Body Deo product as a comprehensive solution.

The campaign’s goal is to encourage consumers to feel confident and move freely without worrying about odor in non-traditional areas. The original Khia song, which explicitly mentions multiple body parts, provided a ready-made, albeit shocking, framework for this message.

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The Calculated Viral Hook

The use of the song is a deliberate "shockvertising" tactic. The moment a listener hears the famous opening notes, they are instantly transported to the song's explicit context, creating an immediate, jarring, and unforgettable memory link to the Dove product. The replacement lyrics—"My neck, my back, my legs and pits and all that"—are designed to be a playful nod to the original while simultaneously sanitizing it for mass media consumption.

This strategy ensures the commercial is discussed on social media platforms like Reddit, where users express both hatred for the "cringey" use of the song and grudging admiration for the brand's boldness. The controversy itself becomes the marketing, generating millions of unpaid impressions for the Dove Whole Body Deo line.

The Public Outcry and the 'Pits and All That' Lyric Change

The reaction to the commercial has been intensely polarized, highlighting a fascinating cultural divide between brand perception and pop-culture references. For many long-time consumers, the commercial felt like a betrayal of Dove's wholesome, "99.4% pure" image.

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The Sanitized Lyrics vs. The Original

The original 2002 Khia track, "My Neck, My Back (Lick It)," is known for its unreservedly explicit and empowering lyrics. The new version, performed by Chika, completely changes the meaning, turning a sexual anthem into a self-care jingle:

• Original Khia Lyric (2002): "My neck, my back, lick my p and my cr**k."
• New Dove/Chika Lyric (2025): "My neck, my back, my legs and pits and all that."

This lyrical shift is the core of the public debate. Some viewers are annoyed by the "abbreviated vocabulary" and the use of terms like "deo" and "pits," while others find the sanitized version of a sexually explicit song to be a form of corporate censorship. Yet, others view it as a clever and fun way to normalize discussions about full-body odor and hygiene.

The "Hot Seats" Festival Campaign

The "Let Your Body Body" campaign has extended beyond the viral commercial with a music festival-focused promotion called "Hot Seats." This activation further ties the deodorant to an active, sweat-inducing lifestyle, offering consumers access to summer 2025's hottest concerts. This move reinforces the product’s core benefit: allowing people to move, sweat, and feel confident in any scenario, from the gym to a crowded concert.

Ultimately, Dove’s "My Neck, My Back" commercial is a masterclass in modern viral marketing. By tapping into the nostalgic shock value of a 2002 hit and pairing it with a relevant new product, the brand has ensured that the Dove Whole Body Deo is one of the most talked-about products of the season. Whether loved or hated, the commercial has successfully cemented its place in advertising history as a bold, boundary-pushing moment for a legacy brand.