EDISON - Dove's new campaign is putting an interesting spin on a derogatory nickname for New Jersey.
The billboard shows a woman wearing a white tank top with her arm lifted up.
Next to it says, "Dear New Jersey...When people call you the Armpit of America, take it as a compliment. Sincerely, Dove."
A spokesperson for Dove says the ad is not meant to offend, but to embrace the fact that armpits need attention, too.
The North American headquarters for Dove is based in Englewood Cliffs.
The billboard is set to be unveiled in July.