This study examines how women’s language features, based on Lakoff’s (2004) theory, appear in two Dove U.S. YouTube campaigns: “My Beauty My Say,” which targets women, and “Commit To Care Now,” which targets men. Using a qualitative method, the study analyzes spoken utterances from ten monologue style campaign videos. Out of Lakoff’s 10 language features, only four were found in both campaigns: lexical hedges or fillers, ‘empty’ adjectives, intensifiers, and emphatic stress. While the same features appear in both sets of videos, they are used for different purposes. In the women’s campaign, these features help express personal stories or feelings. In the men’s campaign, they function more as polite and careful ways of speaking when discussing sensitive issues such as racism and social justice. In conclusion, both campaigns use similar language features, but they differ in function and context. Since this study only uses one campaign for each group, future research should include more campaigns to give a clearer and broader understanding of how women’s language features are used in campaign videos.