Dove - Evolution Commercial (higher quality)

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

• Category

  Howto & Style

[Almostfamous897]

This commercial has to be one of the best things ever created.

[retroreactiveable]

Okay, I understand that without the makeup she probably wouldn't look that great on a billboard, but why did they have to Photoshop her? She may not have looked perfect without the makeup, but with it I think she looked good enough to sell whatever they were selling. There is no excuse to change the way someone looks using a computer to sell a product, especially if it's probably without her consent.

[Wallylex]

It's about selling a dream, a fantasy. We all have certain voids in our lives and to fill them we would have to exert some effort. Sometimes a lot of effort. It's easier and faster to believe that some product will fill that void and will make us feel ______ (fill in the blank with appropriate adjective) in order to achieve X. You can't elicit that kind of emotion in *most* people using ordinary people and ordinary images. Everything has to be as close to people's fantasies as possible.

[liv2luvmonkeys]

wow thats incredibly dumb and stupid that they had to photoshop she is pretty enough!!!!

[erthemama]

Yeeeeeeeeeeeeeeah... They actually own "Axe". Check out the wymyn on THOSE commercials. Dove is just as bad with body image distortion as everyone else; they're just "expanding their market".

[Prelude610]

Finally, commercials that have value beyond sales.

[iiV Abra xo]

wow that was awesome

[claymationproblems]

I'm learning about digital media at school at the moment, and it's all about what people want to see. Advertisers need everything to be perfect, and having the neck of a person a little short or a pimple, or some facial irregularities is not considered perfect. If you look at what they did, they also completely changed her face and neck shape.

[Renato Alves]

Awesome video! Interesting how they address it right on...

[Bobo Peep]

Wow thats sick.

[RydiaCosplay]

The photo didn't need any shoop, she already looked great with the make up and hairstyle.

[FerociousDragon1]

I wonder what this would be like if they didn't timelapse it, or if they showed a timelapse, then an unedited replay then an unedited replay.