Reginald Pike's Yael Staav takes us from model to billboard in under 60 seconds in this impressive new spot from Dove...
Credits:
Agency: Ogilvy & Mather, Toronto
Co-CCOs: Nancy Vonk & Janet Kestin
ACD/Writer/Art Director: Tim Piper
Production Company: Reginald Pike
Director: Yael Staav
Music: Vapor Music, Toronto
I bet there will be TONS of comments on this video...
1 comment:
This one goes out to everyone who has a teenaged girl and to everyone who has been a teenaged girl. It’s the Dove Evolution commercial from their Campaign for Real Beauty. Thanks to the wonders of computer-generated images, teenagers measure themselves against impossibly beautiful women. There is nothing “real” about this woman’s transformation.
No wonder our girls cannot appreciate their own beauty. It’s no surprise that they are succumbing to eating disorders at epidemic rates. They compare themselves to impossible standards.
These so-called beauty magazines whittle away our daughters’ self esteem and play on their insecurities by teaching them that they are ugly and fat. They tell them if they buy the right makeup and the right clothes and get the right hair colouring and hairstyles and diet enough that they will achieve same transformation as this model.
What they don’t tell them is that they’ve used a computer to add hair, enlarge and widen her eyes, narrow her face, plump her lips and lengthen her neck.
Campaign for Real Beauty – they’re on the right track.
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