Dove - Evolution Commercial (October 2006)

Beauty is a strong aspect of status in our society. When we think about beauty we don’t see anything controversial about it. Young girls see these models and women on billboards as role models and someone they want to look like. Dove recently made a commercial that gives the audience a different look about beauty. For those who are unaware of the computer generated aspects of the beauty industry this clip will be eye-poppingly entertaining as the ad takes you from a rather plain looking woman and transforms her into a stunning billboard beauty queen. This Dove commercial expresses and criticizes the media and the pressures our world puts on beauty today. The music chosen gives the commercial a dramatic taste, which draws us in and makes us realize how beautiful this commercial is.
By pushing hard on the social consciences side of the spectrum, through its inner beauty adds, Dove is positioning itself as a supporter for women’s rights. Compared to Pantene, Dove did not try bluntly to sell its product, but expresses the monster of the corporate world and the standard placed on beauty. It is pushing its products by letting its unique social stand elevate its brand name while tying it to a social cause. It’s almost as if Dove is going against what they are initially after, which is to make their customers feel and look beautiful. What would people say if a video game company made a commercial on how video games badly affect children? This was a risky move on Dove’s part, but the message was clear
and overall awesome! Dove has given themselves a superior image to others and a fighter for all normal women.