Evolution of Beauty
Dove and Ogilvy & Mathers creative team in Canada takes an unique and daring approach by exposing the true evolution of commercial beauty for its 2007’s viral video [Wikipedia] titled Evolution.
Cannes describes Dove’s Evolution as a “riveting, 1:14 time-lapse film of a young woman’s transformation from pretty, but ordinary girl to strikingly beautiful billboard model. It deconstructs the beauty myth by revealing everything from the impact of lighting through the application of hair and make-up to retouching, to the photoshop-stretching of neck and impossible widening of eyes, ending with the comment, “No wonder our perception of beauty is distorted.” Its goal was to promote Dove Self-Esteem workshops in Canada and create broader awareness of the Dove Self-Esteem Fund.”. Dove Evolution also have won the Cannes 2007 Grand Prix.
Enjoy the ad.
Title: Evolution
Type: Viral Advertising (Video)
Client: Unilever Canada / Dove Self Esteem Fund
Advertising Agency: Ogilvy & Mather Canada
Chief Creative Officers: Janet Kestin / Nancy Vonk
Art Directors: Tim Piper / Mike Kirkland
Writer: Tim Piper
Agency Producer: Brenda Surminski
Directors: Yael Staav / Tim Piper (Reginald Pike / Ogilvy & Mather)
Cinematographer: Tico Poulakakis Reginald Pike
Production House Producer: Jennifer Walker (Reginald Pike)
Soho Post Producer: Stephanie Kouverianos (Soho)
Music: David Hayman / Andrew Harris (Vapor)
Editor: Paul Gowan (Rogue Editing)
Several print ads also done by Ogilvy & Mathers for Dove (Source: Adsoftheworld.com):
Note: View other viral videos for Dove Self Esteem Fund at the official Film Gallery. And view also Revolution, a male version of Dove’s Evolution here. Don’t panic. It’s a parody, a good one.
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BTW. Found this letter (or is it a viral ad?) sent from a consumer of one of Procter & Gamble feminine products, Always, to James Thatcher, P&G’s brand manager. Really cute.
Dear Mr. Thatcher,
I have been a loyal user of your Always maxi pads for over 20 years, and I appreciate many of their features. Why, without the LeakGuard CoreTM or Dri-WeaveTM absorbency, I’d probably never go horseback riding or salsa dancing, and I’d certainly steer clear of running up and down the beach in tight, white shorts. But my favorite feature has to be your revolutionary Flexi-Wings. Kudos on being the only company smart enough to realize how crucial it is that maxi pads be aerodynamic. I can’t tell you how safe and secure I feel each month knowing there’s a little F-16 in my pants.
Have you ever had a menstrual period, Mr. Thatcher? Ever suffered from “the curse”? I’m guessing you haven’t. Well, my “time of the month” is starting right now. As I type, I can already feel hormonal forces violently surging through my body. Just a few minutes from now, my body will adjust and I’ll be transformed into what my husband likes to call “an inbred hillbilly with knife skills.” Isn’t the human body amazing?
As brand manager in the feminine-hygiene division, you’ve no doubt seen quite a bit of research on what exactly happens during your customers’ monthly visits from Aunt Flo. Therefore, you must know about the bloating, puffiness, and cramping we endure, and about our intense mood swings, crying jags, and out-of-control behavior. You surely realize it’s a tough time for most women. In fact, only last week, my friend Jennifer fought the violent urge to shove her boyfriend’s testicles into a George Foreman Grill just because he told her he thought Grey’s Anatomy was written by drunken chimps. Crazy! The point is, sir, you of all people must realize that America is just crawling with homicidal maniacs in capri pants. Which brings me to the reason for my letter.
Last month, while in the throes of cramping so painful I wanted to reach inside my body and yank out my uterus, I opened an Always maxi pad, and there, printed on the adhesive backing, were these words: “Have a Happy Period.”
Are you fucking kidding me?
What I mean is, does any part of your tiny middle-manager brain really think happiness-actual smiling, laughing happiness-is possible during a menstrual period? Did anything mentioned above sound the least bit pleasurable? Well, did it, James? FYI, unless you’re some kind of sick S&M freak girl, there will never be anything “happy” about a day in which you have to jack yourself up on Motrin and Kahlúa and lock yourself in your house just so you don’t march down to the local Walgreens armed with a hunting rifle and a sketchy plan to end your life in a blaze of glory.
For the love of God, pull your head out, man. If you just have to slap a moronic message on a maxi pad, wouldn’t it make more sense to say something that’s actually pertinent, like “Put Down the Hammer” or “Vehicular Manslaughter Is Wrong”? Or are you just picking on us?
Sir, please inform your accounting department that, effective immediately, there will be an $8 drop in monthly profits, for I have chosen to take my maxi-pad business elsewhere. And though I will certainly miss your Flexi-Wings, I will not for one minute miss your brand of condescending bullshit. And that’s a promise I will keep. Always.
Best,
Wendi Aarons
Austin, TX
And yes, I’ve re-touched my photo! ..busted.
Hello. You are now reading an article written by Marisa Duma, published on 16Apr08 along with other notes on Advertising and Media, International, Lifestyle, People, Video.
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That letter is too funny. I think it’s the hormone talking.
I personally don’t care a rat ass what written except the price and the detailed description of products. Other stuff, promises and all, are just a waste of words in my insensitive brain.
Andie Summerkiss’s last blog post..Easy and Breezy Peach Cheesecake
I am a big fans of Dove, I don’t have to use any lotion to keep my skin soft. Too bad it’s hard to found the Dove’s facial foam in regular hypermarket such as Carrefour or Giant.
Nenda Fadhilah’s last blog post..Membaca Buku
I agree that this Dove campaign is very well thought out, but I wish their parent company, Unilever, would take this same message of self-esteem to the girls and women of Africa and Asia, where they peddle skin-whitening creams like toothpaste.
Just my two-cents.
Maya’s last blog post..Welcome to Black American in Indonesia!
While I agree this Dove Campaign is very thought-provoking, I wish its parent company, Unilever, would take this same message of self-esteem and beauty to the girls and women of African and Asia, where they are peddled Unilever skin-whitening creams like toothpaste.
Just my two-cents.
“Aunt Flo…”
Didn’t think anyone’s still using that name these days… lol
Hey, does that mean that any of us can be a model?? Since we’d all be photoshopped to death anyway, so why not use it to its full extent eh?
It is just a coincidence that I also saw a couple of photos of celebs without any make-up on. Kelly Clarkson looks spastic whilst Katie Holmes and Anna Kournikova unfortunately look the same with or without make up.
As for me – I personally think I look strange with make up. Seriously, I’ve had it done twice in my entire life. First by my friend, she applied eyeliner and she make me look fierce.
Second, by a makeup artists in which I had to shed Rp.300,000 to end up looking like a dominatrix with a heavily made-up smoky eyes.
I’d steer clear of the eyeliner.
therry’s last blog post..I Want My Sexy Back.
just a marketing strategy.. haha…
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Comment on “evolution”only:
Can’t but admire the professionalism. Can’t but despise the hypocrisy. And the insult to logic. It’s like a weathered wannabe President telling his audiences they should choose him/her because he/she is totally different from and not been stained by the political incrowd in the capital.
Good post though.
colson’s last blog post..Indonesian Woman Artists
@ Andie
Indeed. Wendy Aarons from Austin Texas speaks the truth! Eventhough just a little bit more dramatic.
@ Nendha
Carrefour and Giant don’t have Unilever products? You must be kiddin me. Try Century or Guardian, they have Dove products there as well.
@ Maya
Yes, yours would be the kind of response I’ve been expecting for actually. Rumours been going on about Unilever’s trying to present itself as a socially responsible corporate, which is very good. Very good. Just this month they’re sponsoring an event for global warming awareness, called GreenFest, in Jakarta. Let’s just hope the responsibility is balanced between one demographic to the next, and not just PR talk.
Thanks!
@ therry
Beauty is a blurry subject.
I was going to give a personal opinion on beauty, the industry, the professionals, etc. But I don’t wanna end up sounding too preachy about ..what else? ..inner beauty. It is such a (commercialized) cliche these days, and guess our sinetrons have been oh so eloquently providing lectures on that.
In my opinion, we should just be free to be beautiful. We shouldn’t think so much about it. So, wearing make up or not, just be and feel beautiful! As long as you’re comfortable with it, that is.
PS: I love smoky eye liners, it’s a philosophy. 8)
@ colson
Well, well, well, colson. You stubborn old man.
Anyways, yes. Can’t but admire the professionalism.
The advertising industry still assess their creative concepts based on the market behaviour nonetheless, which means there’ve been demographic research involved in the scenario. However. From this ad, we can assume that the female demographic (at least in Canada) have a certain interest in [quote]truth[unquote] on how the industry really works, not just feel-good psychology. This means, albeit the perceived hypocrisy, Dove and Ogilvy & Mathers have found a value somewhere in the demographic that says: The market will love this idea.
That would require outside-the-box thinking, I guess. Not just mere sarcasm.
@Cha:
Absolutely! that’s why I feel comfortable leaving the house without make up, but I will not do that unless I’ve slapped on some sunscreen first – It’s better to take care what we’ve got than trying to make it to be something else.
You know… I really detest those Ponds ads by the way. Gggnnnah!
therry’s last blog post..I Want My Sexy Back.