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Evolution (advertisement)
''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.
== Sequence ==
The film opens with a "pretty, but ordinary girl" (Canadian cartoonist and television producer Stephanie Betts, whom joint director Tim Piper later married)〔.〕 entering and sitting down in a studio.〔(【引用サイトリンク】title= Cannes Lions Grand Prix Winner (Cyber) ).〕 Two harsh lights are switched on and the first bars of The Flashbulb's "Passage D", a breakcore-piece with piano accompaniment, are heard.〔(【引用サイトリンク】title= Making Of: ''Evolution'' ).〕 The short credits sequence provides the title of the film and credit to Dove. The camera then switches to a time lapse sequence, showing makeup and hair artist Diana Carreiro making Betts up and adjusting her hair, transforming her into a "strikingly beautiful billboard model."〔 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 advertisement for the fictional "Easel" (or "Fasel") brand of foundation makeup, and 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.
抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』
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