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''Evolution'', also called ''The Evolution Of Beauty'', is an
advertising campaign An advertising campaign or marketing campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication (IMC). An IMC is a platform in which a group of people can group their ide ...
launched by
Unilever Unilever PLC () is a British multinational consumer packaged goods company headquartered in London, England. It was founded on 2 September 1929 following the merger of Dutch margarine producer Margarine Unie with British soap maker Lever B ...
in 2006 as part of its
Dove Campaign for Real Beauty The Dove Campaign for Real Beauty is a marketing campaign which focuses on building self-confidence in women and children. Launched by Unilever in 2004, Dove's partners in the campaign include Ogilvy, Edelman, and Harbinger Capital. Part of the ...
, to promote the newly created Dove Self-Esteem Fund. The centre of the Unilever campaign is a 75-second spot produced by
Ogilvy & Mather Ogilvy is a New York City-based British advertising, marketing, and public relations agency. It was founded in 1850 by Edmund Mather as a London-based agency. In 1964, the firm became known as Ogilvy & Mather after merging with a New York City a ...
in
Toronto, Ontario Toronto ( , locally pronounced or ) is the List of the largest municipalities in Canada by population, most populous city in Canada. It is the capital city of the Provinces and territories of Canada, Canadian province of Ontario. With a p ...
,
Canada Canada is a country in North America. Its Provinces and territories of Canada, ten provinces and three territories extend from the Atlantic Ocean to the Pacific Ocean and northward into the Arctic Ocean, making it the world's List of coun ...
. The piece was first displayed online on 6 October 2006, and was later broadcast as a television and cinema spot in the
Netherlands , Terminology of the Low Countries, informally Holland, is a country in Northwestern Europe, with Caribbean Netherlands, overseas territories in the Caribbean. It is the largest of the four constituent countries of the Kingdom of the Nether ...
and the
Middle East The Middle East (term originally coined in English language) is a geopolitical region encompassing the Arabian Peninsula, the Levant, Turkey, Egypt, Iran, and Iraq. The term came into widespread usage by the United Kingdom and western Eur ...
. 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 campaigns by the company. Later such videos 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 Post-production, also known simply as post, is part of the process of filmmaking, video production, audio production, and photography. Post-production includes all stages of production occurring after principal photography or recording indivi ...
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 A title screen (also called an opening screen or intro) is the method by which films or television show, television programmes present their title and key filmmaking, production and cast members, utilizing conceptual visuals and sound (often an op ...
to a
BBC The British Broadcasting Corporation (BBC) is a British public service broadcaster headquartered at Broadcasting House in London, England. Originally established in 1922 as the British Broadcasting Company, it evolved into its current sta ...
sketch show Sketch comedy comprises a series of short, amusing scenes or vignettes, called "sketches" or, "skits", commonly between one and ten minutes long, performed by a group of comic actors or comedians. While the form developed and became popular in ...
and the short parody Slob Evolution, which has gone on to itself be nominated for a
Daytime Emmy Award The Daytime Emmy Awards, or Daytime Emmys, are part of the extensive range of Emmy Awards for artistic and technical merit for the American television industry. Bestowed by the New York-based National Academy of Television Arts and Sciences (NA ...
.


Sequence

The film opens with a "pretty, but ordinary girl" (Canadian cartoonist and television producer Stephanie Betts) entering and sitting down in a studio.. Two harsh lights are then switched on and the first bars of The Flashbulb's "Passage D," a
breakcore Breakcore is a style of electronic dance music that emerged from jungle, hardcore, and drum and bass in the mid-to-late 1990s. It is characterized by very complex and intricate breakbeats and a wide palette of sampling sources played at high ...
-piece with
piano A piano is a keyboard instrument that produces sound when its keys are depressed, activating an Action (music), action mechanism where hammers strike String (music), strings. Modern pianos have a row of 88 black and white keys, tuned to a c ...
accompaniment, are heard.. The short credits sequence provides the title of the film and credit to
Dove Columbidae is a bird family consisting of doves and pigeons. It is the only family in the order Columbiformes. These are stout-bodied birds with small heads, relatively short necks and slender bills that in some species feature fleshy ceres. ...
. The camera then switches to a
time lapse Time-lapse photography is a technique in which the frequency at which film frames are captured (the frame rate) is much lower than the frequency used to view the sequence. When played at normal speed, time appears to be moving faster and th ...
sequence, showing makeup and hair artist Diana Carreiro making Betts up and adjusting her hair, transforming her into a "strikingly beautiful billboard
model A model is an informative representation of an object, person, or system. The term originally denoted the plans of a building in late 16th-century English, and derived via French and Italian ultimately from Latin , . Models can be divided in ...
." When the final physical adjustments of Betts's appearance have been made, the team members all move off-camera, and a series of camera flashes begins as the photographer takes shots of Betts in various poses. One shot is selected from the batch and moved into a generic image editing software interface, where a series of " Photoshopping" adjustments are made to alter Betts's appearance even further, including but not limited to lengthening her neck, adjusting the curve of her shoulders, altering her hair and skin, and enlarging her eyes and mouth. The final image of Betts, now rendered almost unrecognizable, is then transferred to a
billboard A billboard (also called a hoarding in the UK and many other parts of the world) is a large outdoor advertising structure (a billing board), typically found in high-traffic areas such as alongside busy roads. Billboards present large advertis ...
advertisement for the fictional "Easel" (or "Fasel") brand of foundation makeup. As the camera zooms out from the billboard, two young girls can be seen walking past and looking up at Betts' heavily edited image. The video fades to the statement, "No wonder our perception of beauty is distorted." The film ends with an invitation to take part in the "Dove Real Beauty Workshops," the logo for the Dove Self-Esteem Fund, and, in some versions, the website address of Unilever-Dove's Campaign For Real Beauty, for which the film was originally produced.


Background

The Dove Campaign For Real Beauty was launched by Unilever in 2003, to coincide with the expansion of the Dove brand from soaps and other cleansing solutions to health and beauty products in general, including
deodorant A deodorant is a substance applied to the body to prevent or mask body odor caused by bacterial breakdown of perspiration, for example in the armpits, groin, or feet. A subclass of deodorants, called antiperspirants, prevents sweating itself, t ...
s,
shower gel Shower gel (also called body wash) is a specialized liquid product used for cleaning the body during showers. Not to be confused with liquid soaps, shower gels, in fact, do not contain saponified oil. Instead, it uses synthetic detergents deriv ...
s, hair-care and skin-care products. The first stage of the campaign centred around a series of
billboard A billboard (also called a hoarding in the UK and many other parts of the world) is a large outdoor advertising structure (a billing board), typically found in high-traffic areas such as alongside busy roads. Billboards present large advertis ...
advertisements, initially put up in the
United Kingdom The United Kingdom of Great Britain and Northern Ireland, commonly known as the United Kingdom (UK) or Britain, is a country in Northwestern Europe, off the coast of European mainland, the continental mainland. It comprises England, Scotlan ...
, and later worldwide. The spots showcased photographs of regular women (in place of professional models), taken by portrait photographer
Annie Leibovitz Anna-Lou Leibovitz ( ; born October 2, 1949) is an American Portrait photography, portrait photographer best known for her portraits, particularly of celebrities, which often feature subjects in intimate settings and poses. Leibovitz's Polaroid ...
. The ads invited passers-by to vote on whether a particular model was, for example, "Fat or Fab" or "Wrinkled or Wonderful", and the results of the votes dynamically updated and displayed on the billboard itself. Accompanying the billboard advertisements was the publication of the "Dove Report", a corporate study which Unilever intended to "
reate Rieti (; , Sabino: ) is a town and ''comune'' in Lazio, central Italy, with a population of 47,700. It is the administrative seat of the province of Rieti and see of the diocese of Rieti, as well as the modern capital of the Sabina region. T ...
a new definition of beauty
hich Ij () is a village in Golabar Rural District of the Central District in Ijrud County, Zanjan province, Iran Iran, officially the Islamic Republic of Iran (IRI) and also known as Persia, is a country in West Asia. It borders Iraq ...
will free women from self-doubt and encourage them to embrace their real beauty." The series received significant media coverage from
talk show A talk show is a television programming, radio programming or podcast genre structured around the act of spontaneous conversation.Bernard M. Timberg, Robert J. Erler'' (2010Television Talk: A History of the TV Talk Show', pp.3-4Erler, Robert (201 ...
s,
women's magazines This is a list of women's magazines from around the world. These are magazines that have been published primarily for a readership of woman, women. Currently published *''10 Magazine (UK), 10 Magazine'' (UK – distributed worldwide) *''Al Jam ...
, and mainstream news broadcasts and publications,. generating media exposure which Unilever has estimated to be worth more than 30 times the paid-for media space. Following this success, the campaign expanded into other media, including a series of television spots (''Flip Your Wigs'' and the ''Pro-Age'' series, among others) and print advertisements ("Tested on Real Curves"). This culminated in the 2006 '' Little Girls'' global campaign, which featured regional versions of the same advertisement in both print and screen, for which Unilever purchased a 30-second spot in the commercial break during
Super Bowl XL Super Bowl XL was an American football game between the National Football Conference (NFC) champion 2005 Seattle Seahawks season, Seattle Seahawks and the American Football Conference (AFC) champion 2005 Pittsburgh Steelers season, Pittsburgh S ...
at an estimated cost of US$2.5M. In 2006, Ogilvy & Mather were seeking to extend the campaign further, by creating one or more
viral video Viral videos are video, videos that become popular through viral phenomenon, a viral process of Internet sharing, primarily through video sharing websites such as YouTube as well as social media and email.Lu Jiang, Yajie Miao, Yi Yang, ZhenZhon ...
s to host on the Campaign for Real Beauty website. The first of these, '' Daughters'', was an interview-style piece intended to show how mothers and daughters related to issues surrounding the modern perception of beauty and the beauty industry. It was during the production of ''Daughters'' that a series of short films titled "Beauty Crackdown", one of which was ''Evolution'', was promoted to Unilever as an "activation idea".. The concept was one that
art director Art director is a title for a variety of similar job functions in theater, advertising, marketing, publishing, fashion, live-action and animated film and television, the Internet, and video games. It is the charge of a sole art director to supe ...
Tim Piper pushed; he proposed to have ''Evolution'' produced using the money left over from the budget for ''Daughters.'' This ended up amounting to a total of C$135,000. It was originally intended to get people to the Campaign for Real Beauty website to see ''Daughters'', and to participate in the workshops featured on the site.


Production

The team brought together for the ad included director Yael Staav, the first female director to win a Cannes Lion (for ''Hugging'', a campaign for the ALS Society of Canada), fashion photographers Tiko Poulakakis and Gabor Jurina, makeup artist Diana Carreiro, art director Tim Piper, and Piper's then-girlfriend Stephanie Betts as the model. Betts, a cartoonist and producer of Canadian animated television programming such as '' Producing Parker'', was chosen as the model for ''Evolution'' in part because Piper was first inspired to write the piece after seeing the amount of time his girlfriend spent applying make-up, and he felt that she would be an ideal "representation of the norm", highlighting the extreme changes that models undergo in the fashion industry. She was originally dubious about taking on the role but later stated that she was proud that she joined the campaign. The actual production itself took place over the course of a single day, and over two-and-a-half hours of footage was taken for the make-up portion of the film. This was eventually condensed to 23 seconds in the final version. The stage was dressed in a manner identical to that of modern fashion shoots, with the lighting and camera being positioned to remove any shadows from Betts's face to aid in the post-production retouching. Sound design took three weeks, and was divided into two sections. Fifteen hours were spent creating several mixes of "Passage D" with each mix tested and discarded before the version used in the final film was settled upon. A further nine hours were spent adding in the various background noises to the piece, including sped-up human voices, a starter pistol and galloping racehorses. Post-production at SoHo was originally planned to take approximately three days, but it was extended to two weeks. Gabor Jurina, the photographer responsible for the digital retouching of the actual photographs taken of Betts during the shoot, supplied the post-production team with 118 digital stills of the intermediate stages of the transformation from the "real" photograph of the made-up Betts to the final image shown on the billboard. These were re-cut and assembled to create the functions shown in the "Photoshopping" sequence, such as stretching Betts's neck and adjusting the size of certain of her facial features. Other post-production work included stabilising Betts's head in the center of the shot during the make-up sequence, covering certain continuity errors, creating and compositing the billboard advertisement, and constructing a false image-editing interface.


Release and reception

''Evolution'' was incorporated into the Canadian Campaign for Real Beauty website on 6 October 2006 in order to coincide with the start of the
Los Angeles Fashion Week Fashion Week in Los Angeles occurs biannually. Multiple show producers hold events throughout the Greater Los Angeles area each March and October. Traditionally, the City of Los Angeles identified the third weekend of those respective months as t ...
, and was uploaded by art director Tim Piper to video sharing website
YouTube YouTube is an American social media and online video sharing platform owned by Google. YouTube was founded on February 14, 2005, by Steve Chen, Chad Hurley, and Jawed Karim who were three former employees of PayPal. Headquartered in ...
shortly after. While it has remained a largely internet-based campaign, ''Evolution'' has appeared as a television commercial in the Netherlands and the Middle East,. and in the U.S. inside commercial breaks in '' The Hills''. Once uploaded, the advert was viewed over 40,000 times in its first day,. 1.7 million times within a month of its upload, and 12 million times within its first year.. Even without having appeared offline, the advert was discussed by a number of mainstream television programmes, including ''
Good Morning America ''Good Morning America'', often abbreviated as ''GMA'', is an American breakfast television, morning television program that is broadcast on American Broadcasting Company, ABC. It debuted on November 3, 1975, and first expanded to weekends wit ...
'', ''
The Ellen DeGeneres Show ''The Ellen DeGeneres Show'' is an American first-run syndicated talk show that was hosted by Ellen DeGeneres. The show ran for nineteen seasons from September 8, 2003, to May 26, 2022, in which it broadcast 3,339 episodes. It was produced by ...
'', and ''
The View ''The View'' is an American talk show created by broadcast journalist Barbara Walters. , in its 28th season, the show has aired on American Broadcasting Company, ABC as part of the network's ABC Daytime, daytime programming block since August ...
'', and news networks such as
CNN Cable News Network (CNN) is a multinational news organization operating, most notably, a website and a TV channel headquartered in Atlanta. Founded in 1980 by American media proprietor Ted Turner and Reese Schonfeld as a 24-hour cable ne ...
,
NBC The National Broadcasting Company (NBC) is an American commercial broadcast television and radio network serving as the flagship property of the NBC Entertainment division of NBCUniversal, a subsidiary of Comcast. It is one of NBCUniversal's ...
, and
ABC News ABC News most commonly refers to: * ABC News (Australia), a national news service of the Australian Broadcasting Corporation * ABC News (United States), a news-gathering and broadcasting division of the American Broadcasting Company ABC News may a ...
; the overwhelming majority came out in support of the campaign's message. Spaces at the mother and daughter workshops sold out almost immediately, and the total exposure generated through the $50,000 piece was estimated by Ogilvy & Mather in October 2006 as being worth around $150M.. Comparisons have often been drawn up between the campaign and Dove's earlier purchase of a 30-second spot for ''Little Girls'' during the Super Bowl XL. The Super Bowl spot cost an estimated $2.5M, reached an audience of 500 million, and generated only one third of the boost in traffic to the Campaign for Real Beauty website of ''Evolution''. The spot was also credited for its part in producing double-figure growth in sales of Dove product, and Unilever reported that its overall sales in the period following the release of ''Evolution'' rose by 5.8%, up from 3.9% the previous year. ''Evolution'' was particularly popular with critics within the advertising industry, and has garnered a number of awards since its debut in October 2006. It was the favourite in the run up to the Cannes Lions to win the festival's Grand Prix in the Cyber category, generally considered one of the most prestigious awards in the industry. Ultimately, the prize went to three entries: ''Nike+'', advertising the
Nike Nike often refers to: * Nike, Inc., a major American producer of athletic shoes, apparel, and sports equipment * Nike (mythology), a Greek goddess who personifies victory Nike may also refer to: People * Nike (name), a surname and feminine giv ...
brand, ''Heidies 15  MB of Fame'', promoting fashion company Diesel S.p.A.'s website and products, and ''Evolution''. ''Evolution'' also went on to win the Grand Prix in the Film category, beating ''
Pretty Pretty may refer to: *Beauty, the quality of being pleasing, especially to look at **Physical attractiveness, of a person's physical features Arts, entertainment, and media * ''Pretty'' (advertisement), a 2006 television advertisement for Nike ...
'' from Nike, Inc., ''
Paint Paint is a material or mixture that, when applied to a solid material and allowed to dry, adds a film-like layer. As art, this is used to create an image or images known as a painting. Paint can be made in many colors and types. Most paints are ...
'' for Sony's BRAVIA line of
high-definition television High-definition television (HDTV) describes a television or video system which provides a substantially higher image resolution than the previous generation of technologies. The term has been used since at least 1933; in more recent times, it ref ...
sets, and ''The Power of Wind'' for the Wind Energy Initiative. The victory attracted a certain amount of controversy, as the jury switched ''Evolution'' from the "Fundraising & Appeals" category, whose entries are ineligible to win the Grand Prix, to the "Corporate Image" category at the last minute. Chairman of the jury Bob Scarpelli said of the decision, "We moved it into another category because we felt that strongly about it. We were not trying to break rules or set precedents, we just went with our hearts and minds, and asked the festival if we could move it." As a result of the win, ''Evolution'' became the first entry in the festival's history to take home Grand Prix awards from two categories. and the first web-based advertisement to win in the Film category (followed in 2009 by
Philips Koninklijke Philips N.V. (), simply branded Philips, is a Dutch multinational health technology company that was founded in Eindhoven in 1891. Since 1997, its world headquarters have been situated in Amsterdam, though the Benelux headquarter ...
' ''
Carousel A carousel or carrousel (mainly North American English), merry-go-round (International English), or galloper (British English) is a type of amusement ride consisting of a rotating circular platform with seats for riders. The seats are tradit ...
'') The piece went on to win a number of other awards, including a silver
Clio Award The Clio Awards, also simply known as The Clios, is an annual award program that recognizes innovation and creative excellence in advertising, design, and communication, as judged by an international panel of advertising professionals. The awar ...
(in the Toiletries/Pharmaceuticals category), the Film Grand Prix and two Gold prizes at the London International Awards, an Epica D'Or and Gold Prize in the Interactive category of the
Epica Awards The Epica Awards are an annual series of communication awards, created in 1987 and based in Paris, France. Having originally focused on the Europe, Middle East and Africa region exclusively, the awards became global in 2012. 585 agencies in tot ...
, among others.


Music copyright violations

On October 17, 2017, the original version of ''Evolution'' along with hundreds of copies were removed from
YouTube YouTube is an American social media and online video sharing platform owned by Google. YouTube was founded on February 14, 2005, by Steve Chen, Chad Hurley, and Jawed Karim who were three former employees of PayPal. Headquartered in ...
and other video hosting sites due to copyright violation citing "Alphabasic Records" or "Alphabasic Publishing" as the claimant. According to Benn Jordan, the writer and owner of the music,
Dove Columbidae is a bird family consisting of doves and pigeons. It is the only family in the order Columbiformes. These are stout-bodied birds with small heads, relatively short necks and slender bills that in some species feature fleshy ceres. ...
had allegedly failed to renew or pay for the music license, causing the publisher and
YouTube YouTube is an American social media and online video sharing platform owned by Google. YouTube was founded on February 14, 2005, by Steve Chen, Chad Hurley, and Jawed Karim who were three former employees of PayPal. Headquartered in ...
to remove the videos. On November 8, 2017, Jordan claimed that despite many attempts to resolve the issue,
Dove Columbidae is a bird family consisting of doves and pigeons. It is the only family in the order Columbiformes. These are stout-bodied birds with small heads, relatively short necks and slender bills that in some species feature fleshy ceres. ...
has continued to use his music illegally by not renewing the license.


Legacy


''Slob Evolution''

The popularity of ''Evolution'' and its presence on many video-sharing websites led inevitably to a large number of alternate versions and parodies being uploaded by the public. In under six months, parodies on YouTube alone received over 5 million hits between them, Of these, by far the most successful was a professionally made piece entitled ''Slob Evolution''. ''Slob Evolution'' is an
Emmy Award The Emmy Awards, or Emmys, are an extensive range of awards for artistic and technical merit for the television industry. A number of annual Emmy Award ceremonies are held throughout the year, each with their own set of rules and award categor ...
-nominated short film created as a
parody A parody is a creative work designed to imitate, comment on, and/or mock its subject by means of satire, satirical or irony, ironic imitation. Often its subject is an Originality, original work or some aspect of it (theme/content, author, style, e ...
of the original ''Evolution'' spot in late 2006. The piece was directed by Simon Willows, known for his work on the
Volvic Volvic () is a commune in the Puy-de-Dôme department in Auvergne in central France. The church at Volvic is dedicated to “St Priest” ( Projectus), who is reputed to have been killed here in 676 AD. Population International relations ...
mineral water Mineral water is water from a mineral spring that contains various minerals, such as salts and sulfur compounds. It is usually still, but may be sparkling ( carbonated/ effervescent). Traditionally, mineral waters were used or consumed at t ...
television and cinema commercials, and was produced by Claire Jones with the production company Blink Productions. Post-production work was done by Framestore CFC.. In ''Slob Evolution,'' the role of the model is taken by a teenage boy who, instead of having make-up applied in the time-lapse sequence, is given
fast food Fast food is a type of Mass production, mass-produced food designed for commercial resale, with a strong priority placed on speed of service. ''Fast food'' is a commercial term, limited to food sold in a restaurant or store with frozen, preheat ...
,
alcoholic beverage Drinks containing alcohol (drug), alcohol are typically divided into three classes—beers, wines, and Distilled beverage, spirits—with alcohol content typically between 3% and 50%. Drinks with less than 0.5% are sometimes considered Non-al ...
s, and
cigarette A cigarette is a narrow cylinder containing a combustible material, typically tobacco, that is rolled into Rolling paper, thin paper for smoking. The cigarette is ignited at one end, causing it to smolder; the resulting smoke is orally inhale ...
s, transforming over the course of thirty seconds into an overweight middle-aged slob. Further adjustments are made in a similar image-editing interface to that used in ''Evolution,''. The subject's neck is shortened, his features made more asymmetric, and a tattoo is added. The image is transferred to a billboard advertisement for the fictional "Lardo" brand of "man cream", and the piece ends with a fade to the statement, "Thank God our perception of reality is distorted. No one wants to look at ugly people." The parody was uploaded to video-sharing website YouTube on December 4, 2006 and was promoted only through a seeding of 30 
e-mail Electronic mail (usually shortened to email; alternatively hyphenated e-mail) is a method of transmitting and receiving Digital media, digital messages using electronics, electronic devices over a computer network. It was conceived in the ...
s. Within its first month, ''Slob Evolution'' received over 278,000
hits Hits or H.I.T.S. may refer to: Arts, entertainment, and media Music * '' H.I.T.S.'', 1991 album by New Kids on the Block * ''...Hits'' (Phil Collins album), 1998 * ''Hits'' (compilation series), 1984–2006; 2014, a British compilation album s ...
. It went on to be nominated for a number of prestigious awards, including the "Comedy: Short Form" and "Viral" categories of the 2007
Webby Awards The Webby Awards (colloquially referred to as the Webbys) are awards for excellence on the Internet presented annually by the International Academy of Digital Arts and Sciences, a judging body composed of over three thousand industry experts a ...
, and in the "Outstanding Broadband Comedy" category of the 2007
Daytime Emmy Awards The Daytime Emmy Awards, or Daytime Emmys, are part of the extensive range of Emmy Awards for artistic and technical merit for the American television industry. Bestowed by the New York-based National Academy of Television Arts and Sciences (NA ...
. The popular and critical attention that Blink Productions received for ''Slob Evolution'' led to Tiger Aspect, the production company behind the 2007
BBC The British Broadcasting Corporation (BBC) is a British public service broadcaster headquartered at Broadcasting House in London, England. Originally established in 1922 as the British Broadcasting Company, it evolved into its current sta ...
comedy
sketch show Sketch comedy comprises a series of short, amusing scenes or vignettes, called "sketches" or, "skits", commonly between one and ten minutes long, performed by a group of comic actors or comedians. While the form developed and became popular in ...
'' Ruddy Hell! It's Harry and Paul,'' contacting the production company to produce an introduction to the show in a similar vein. The title sequence to ''Ruddy Hell! It's Harry and Paul'' begins with a shot of
Morwenna Banks Tamsin Morwenna Banks (born 20 September 1961) is a British actress, comedian, writer, and producer. She appeared in the Channel 4 comedy sketch show '' Absolutely'', and wrote, produced, and appeared in the British ensemble film ''The Announc ...
and
Laura Solon Laura Madalene Solon is an English screenwriter, comedian, actress, and winner of the 2005 Perrier Comedy Award. She was the second woman to win as a solo performer, after Jenny Eclair in 1995. Background Solon was raised in Great Kimble nea ...
. The familiar time-lapse sequence shows the pair being given several pints of lager, cigarettes, and fast food. Their hair is cut and their make-up removed as they slowly morph into
Harry Enfield Henry Richard Enfield (born 30 May 1961) is an English comedian. He is known in particular for his television work, including '' Harry Enfield's Television Programme'', '' Harry Enfield & Chums'' and '' Harry & Paul'', across which he created ...
and
Paul Whitehouse Paul Julian Whitehouse (born 17 May 1958) is a Welsh actor, writer, presenter and comedian. He was one of the main stars of the BBC sketch comedy series ''The Fast Show'' and has starred with Harry Enfield in the shows ''Harry & Paul'' and ''Ha ...
, the joint hosts of ''Ruddy Hell! It's Harry And Paul.'' After
bra A bra, short for brassiere or brassière (, ; ), is a type of form-fitting underwear that is primarily used to support and cover a woman's breasts. A typical bra consists of a chest band that wraps around the torso, supporting two breast cups ...
s are removed from the pair's shirts, the camera zooms out to show a billboard advertisement similar to that in ''Slob Evolution,'' with the show's title displayed underneath.


Other works

Shortly after releasing ''Evolution'' online, post-production company SoHo uploaded a five-minute
making-of https://www Googlefinans.co= In filmmaking, behind-the-scenes (BTS), also known as the making-of, the set, or on the set, is a documentary film that features the production of a film or television program. This is often referred to as the EPK ( ...
documentary, which includes interviews with creative directors Janet Kestin and Tim Piper, photographer Gabor Jurina, post-production director Paul Gowan, digital artists Kevin Gibson and Terry Rose, and sound designer Andrew Harris, who discuss the various stages of the post-production process behind the creation of the spot. The making-of also includes a shot of ''Evolution''s
storyboard A storyboard is a graphic organizer that consists of simple illustrations or images displayed in sequence for the purpose of pre-visualizing a motion picture, animation, motion graphic or interactive media sequence. The storyboarding proce ...
and a short segment of behind-the-scenes footage from the shoot itself, showing Stephanie Betts before and after the make-up process. After the debut of ''Evolution'', Dove quickly ordered several follow-up online advertisements, the first two of which (''Onslaught'' and ''Amy'') appeared online in October 2007. These were also written and directed by Tim Piper. The pair are predicted to prove at least as popular as ''Evolution''. Other companies have attempted to use the same formula, with mixed results. Among the more-commented on campaigns is ''Beauty is...'', launched by
Nivea Nivea (, stylized as NIVEA) is a German personal care brand that specializes in skin and body care. It is owned by the Hamburg-based company Beiersdorf Global AG, who also makes the Eucerin brand. ''Nivea'' comes from the Latin adjective ''ni ...
in 2007 and comprising television, print, and online segments which push the same message as the Dove campaign.


See also

*'' Dove Real Beauty Sketches''


References


External links


''Evolution''
at
YouTube YouTube is an American social media and online video sharing platform owned by Google. YouTube was founded on February 14, 2005, by Steve Chen, Chad Hurley, and Jawed Karim who were three former employees of PayPal. Headquartered in ...
, uploaded by the director. Retrieved January 15, 2010. {{good article 2006 works Canadian television commercials Viral videos Winners of the Cannes Lions International Advertising Festival Film Grand Prix Unilever 2000s television commercials