Dove Ad Delves Into The Ugly Side Of Beauty

You also want your daughters to watch it. And they are, on YouTube, which tallied 70,000 hits in its first day. Created by ad agency Ogilvy & Mather in Toronto, Onslaught follows the success of Evolution, Ogilvy's first viral video for Dove, which featured the manic retouching of a naturally beautiful woman until she became the high- eyebrowed, swan-necked, artificially altered "norm" of the beauty trade. Evolution proved so successful that Dove began airing the spot on The Hills, a reality TV show about vacuous, uncommonly attractive women in Laguna Beach. "It's a great juxtaposition with the content on the show," Leung says dryly. Both videos, and a third heartbreakingly simple spot entitled Amy, were directed by Ogilvy's Tim Piper. "We wanted to skew the messaging toward mothers," he says of Onslaught. "Maybe this generation needs to talk to the next generation about the messaging they're getting from a very early time." http://www.thestar.com/columnists/article/263060 [Proofreader’s note: this article was edited for spelling and typos on October 4, 2007]

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