A lot of clips lately. One better and more impressive than the other. This clip is called “Evolution” and it shows the transformation of what seems to be an average woman into a billboard hottie that promotes a cosmetic product, and yes, we all know that most of the women displayed in magazines have been ‘upgraded’ by Photoshoppers… but it’s really confronting when you see the modifications being done right before your eyes. Striking. On the one hand you’ve got to admire the talent of the make-up artists and the Photoshoppers… on the other hand we’ve got to admit that maybe the image of ‘the perfect woman’ is over-estimated and unreal to be kept in use. The consequences are that many girls try to become a reflection of what hasn’t been real anyway, which often leads to mental (and psychosomatic) issues. No, even the supermodels don’t look like supermodels all the time. Apparently, not everybody knows that (yet), which is why Dove is (succesfully) running the Campaign For Real Beauty, one of the USPs they’ve been holding on to for years already.
Clip from ReginaldPike | Part of the CampaignForRealBeauty
Agency: Ogilvy – Toronto, Canada
Client: Unilever
Creative Directors: Janet Kestin, Nancy Vonk
Art Director/Writer/Co-director: Tim Piper
Art Director: Mike Kirkland
Agency Producer: Brenda Surminski
Director: Yael Staav
Production House: Reginald Pike
Music: Vapor
Editor: Paul Gowan (Rogue)
Animation: Soho Post
Via: AdFreak
.: On Tokyo Time :. » Unreal Beauty - Companies Turning Nice
October 24, 2006 at 6:56 am
[...] This Dove “commercial” got me thinking [via Coolz0r*]. The idols we’re looking up to and measuring us against are not real anymore! So how can we live up to it? I remember when Dove took regular (as in real) women as models for their ad campaign a few years ago. A brave move. And it must have worked as they’re continuing down that route. It is refreshing to see a company fighting the extreme that the fashion and beauty industry have become. And Safeway is also trying to save our values (and us). I read on a milk carton last week something along the lines of “Eat dinner with your family”. They forgot to mention “Turn off your TV first”. I’ll post the details of that campaign later. [...]
One Tired EvE Pilot » Blog Archive » Evolution of beauty
October 28, 2006 at 11:38 pm
[...] Dove has an ad campainge pushing for us humans to realize that the media has not only distorted our views of beauty via the use of selective modles but also through the actual manipulation of the actual image in question. [...]
Viral is great — but does the infection last? » Mathew Ingram: mathewingram.com/work
November 1, 2006 at 3:39 am
[...] Dove’s campaign is aimed at showing young women how unreal the fashion industry is, and according to the Ad Age piece it has been more successful than a Super Bowl ad: In less than a month, the ad (created by a Toronto ad shop) got more than 1.7 million views on YouTube, was mentioned on “Ellen” and “The View” and caused a huge traffic spike to Dove’s CampaignForRealBeauty.com site. [...]
marketingalternativo.com » Blog Archive » L’ evoluzione di DOVE…
November 7, 2006 at 8:16 pm
[...] Via: CoolzOr Share and Enjoy:These icons link to social bookmarking sites where readers can share and discover new web pages. [...]