Marketing is increasingly evolving to become a series of conversations with customers. It's got to be genuine, cut-out jargons and present true facts, if it has to remain relevant in this new age of 'collaborative information access & sharing' amongst customers.
Here's an example from what Dove has done and to me it is just another fantastic example of getting under the skin of the customer! It evokes positive emotions, does not seem packaged and for once looks real!