The campaign for evolution


Unilever’s sensible TV-spot for the Dove Self-Esteem Fund won the ad World’s most prestigious award during International Advertising Festival.
The almost 1-minute during clip speaks silently but eloquently of our perception and misperception of beauty. The spot combines the idea of awareness with Dove’s slogan in the end “Take part in the Dove Real Beauty Workshops for Girls“. During the spot, the use of Photoshop has showed openly how a natural-looking woman can be changed into a glamorous billboard supermodel. Ironically, Unilever itself sell as well beauty products with Dove as a core brand but they have created the self-esteem fund to make people sensible for the real beauty of life and to avoid dreaming into a photo-shopped dimension.
Through winning the award, the efforts of Unilever also changed the way advertisers and their agencies think about the Internet and viral advertising. That has certainly to do with corrective advertising as Unilever succeed to make a satire on the way corporations and the media use attractive people to sell stuff.


Source: http://www.marketingmag.ca/english/news/agency/article.jsp?content=20070716_69978_69978
You can watch the ad on youtube, the link to it is: http://www.youtube.com/watch?v=4vFvLhNWfZU
The TV-spot was so popular, that there also exists a parody on it: http://www.youtube.com/watch?v=lV8JardV74w&feature=fvst

Author: Khan Arslan