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June 26, 2007 / Curvety

Dove Evolution Ad wins award

You may or may not have seen Dove’s viral marketing video titled ‘evolution’ where a normal attractive woman is made up and then digitally enhanced to perfection in order to be shown on a bill board. The final tag line being – ‘No wonder our perception of beauty is distorted’.

In what is described as ground breaking for web marketing, the viral advertisement won the Grand Prix at the 54th Cannes Lions International Advertising Festival this weekend.

The 74 second video has caused a stir online and can be viewed at Utube and similar sites.

Dove have always been advocates of using normal, healthy looking women in their advertising – to include older women, plus sizes, and women of all shapes and sizes, and deserve high praise for this. Hopefully their recognition will drive other companies to follow suit and project a healthier body image to the general public.


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