Evolution is an advertising campaign launched by Unilever in 2006 as part of its Dove Campaign for Real Beauty, to promote the newly created Dove Self-Esteem Fund. The centre of the Unilever campaign is a 75-second spot produced by Ogilvy & Mather in Toronto, Canada. The piece was first displayed online on 6 October 2006, and was later broadcast as a television and cinema spot in the Netherlands and the Middle East.

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dbpprop:abstract
  • Evolution is an advertising campaign launched by Unilever in 2006 as part of its Dove Campaign for Real Beauty, to promote the newly created Dove Self-Esteem Fund. The centre of the Unilever campaign is a 75-second spot produced by Ogilvy & Mather in Toronto, Canada. The piece was first displayed online on 6 October 2006, and was later broadcast as a television and cinema spot in the Netherlands and the Middle East. The ad was created from the budget left over from the earlier Daughters campaign, and was intended to be the first in a series of such online-focused spots by the company. Later pieces include Onslaught and Amy. Evolution was directed by Canadian director Yael Staav and Tim Piper, with sound design handled by the Vapor Music Group, and post-production by SoHo. The advert was a critical, popular, and financial success. It won a number of awards in the advertising industry, including two Cannes Lions Grand Prix awards and an Epica D'Or. It has been discussed in many mainstream television programmes and print publications, and the exposure generated by the spot has been estimated to be worth over $150M. Evolution has also spawned numerous unofficial alternate versions, including a title sequence to a BBC sketch show and the short parody Slob Evolution, which has gone on to itself be nominated for a Daytime Emmy Award.
  • Dove evolution est un clip publicitaire d'une minute conçu par Tim Piper et dirigé par Yael Staav de l'agence Ogilvy & Mather pour le Fonds de l'Estime de Soi Dove/Unilever. On y voit une femme ordinaire accompagnée par une maquilleuse s'asseoir sur une chaise. Un plan fixe et rapproché de son visage filme sa transformation en accéléré. Elle est maquillée, coiffée et retouchée numériquement, puis le fond du logiciel de retouche se transformant en environnement urbain, le plan s'éloigne pour laisser voir un panneau publicitaire pour une marque fictive (la Fasel Foundation Makeup) où son visage devenu parfait est capté par le regard d'un groupe de jeunes filles qui passe devant l'affiche. Diffusé sur YouTube le 6 octobre 2006, la vidéo totalise plus de 3 millions de visionnements un mois plus tard. La vidéo est diffusée dans plusieurs émissions télévisées, notamment Good Morning America, The View, the Today Show... et bénéficie d'une couverture médiatique sur de grandes chaînes telles CNN ou ABC News. De nombreuses parodies de la vidéo apparaissent en substituant le mannequin par une autre personne qui sera au choix travestie, enlaidie, vieillie...
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  • C$135,000
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  • Promotional image for Evolution
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dbpprop:description
  • After selecting "Passage D" as a soundtrack, editors spent fifteen hours remixing the track; much of the sound from drum synthesisers was removed, and background noise such as sped-up human voices was added.
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  • Evolution - Passage D.ogg
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  • English
    French
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dbpprop:name
  • Evolution
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  • Reginald Pike
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  • Stephanie Betts
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  • Dove ad viewed more than 3 million times on YouTube
  • Dove's Real Beauty looks at photoshoot techniques in commercial
dbpprop:years
  • 2007 (xsd:integer)
rdfs:comment
  • Evolution is an advertising campaign launched by Unilever in 2006 as part of its Dove Campaign for Real Beauty, to promote the newly created Dove Self-Esteem Fund. The centre of the Unilever campaign is a 75-second spot produced by Ogilvy & Mather in Toronto, Canada. The piece was first displayed online on 6 October 2006, and was later broadcast as a television and cinema spot in the Netherlands and the Middle East.
  • Dove evolution est un clip publicitaire d'une minute conçu par Tim Piper et dirigé par Yael Staav de l'agence Ogilvy & Mather pour le Fonds de l'Estime de Soi Dove/Unilever. On y voit une femme ordinaire accompagnée par une maquilleuse s'asseoir sur une chaise. Un plan fixe et rapproché de son visage filme sa transformation en accéléré.
rdfs:label
  • Evolution (advertisement)
  • Dove Evolution
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