
A woman is transformed in a Dove Evolution ad by photo software.
Dove clip soars to top of YouTube
Oct. 24, 2006. 02:21 PM
DANA FLAVELLE
BUSINESS REPORTER
Oct. 24, 2006. 02:21 PM
DANA FLAVELLE
BUSINESS REPORTER
A video searing itself into global pop culture atop the YouTube website is a hypnotic take on manufactured beauty created by a Toronto advertising agency.
The 75-second film, showing a pleasant-looking woman being artificially transformed — via makeup, hairstyling and photo-alteration software — was created by Ogilvy & Mather (Toronto) for Dove's Campaign for Real Beauty website.
Janet Kestin, the ad agency's co-chief creative director, said the Dove Evolution clip was posted to the popular YouTube.com video-sharing site almost as an afterthought, after it caught the attention of her head office's formidable public relations team in New York.
Last week the clip was YouTube's most viewed, with more than a million hits and counting, and it captured the attention of several major American TV network talk shows, including Good Morning America.
"It was like the perfect storm in a way," Kestin said. "We couldn't have planned the response that we got."
In the video, featuring a close-up of a blond woman's face, a new hairstyle and makeup quickly make her look glamourous while digital tweaks to her lips, neck and eyes propel her to generic cover-girl looks on a billboard.
The Dove campaign doesn't directly pitch soap but has used women of different shapes and sizes to debunk the precepts of standard beauty.
"Our goal with this film was to create a conversation about what is beauty and invite women to participate in that conversation," said Mark Wakefield, marketing director for Unilever Canada. "The Internet is a great place to do that."
The short film was originally intended for the Dove campaign website. It was Ogilvy's idea to add YouTube to the mix.
The Dove ad isn't the first to appear on YouTube in the 18 months since the site was founded. Burger King has posted ads featuring rap star Sean (P. Diddy) Combs eating a Whopper. And Volkswagen's ad agency uploaded several of its TV spots just to see what would happen.
But it's fresh evidence that advertisers, scrambling to reach a younger audience fleeing TV, are willing to try anything to broaden their reach.
Despite Dove's success, Kestin cautions that YouTube isn't for everyone.
"This was our first time on YouTube. You can't know what's going to capture the larger imagination and what isn't," Kestin said.
"I think advertisers have to be very careful what they throw up there. You can be torn down just as quickly as you're built up."
Others have tried it with unpredictable results.
A story making the rounds in advertising circles involves an experiment by the ad agency Crispin Porter + Bogusky, of New York. It threw some Volkswagen TV ads on YouTube.
Only a handful of people watched them. Then, a user uploaded a grainy version of one of the same spots and 1.7 million people watched it.
"You can't explain this," Jeff Benjamin, a creative director for Crispin Porter, told the New York Times last week. "Someone passed it on to a friend, who passed it to others, until eventually it gets in the right people's hands. You just can't predict what will happen."
Dove's success also raises new questions about how Google will recoup the $1.65 billion (U.S.) it paid two weeks ago for what had been largely an amateur video site. Posting the Dove video on YouTube didn't cost the advertiser a penny.
In fact, Unilever saved tens of thousands of dollars it might have otherwise spent trying to reach a wider audience, says Ogilvy's art director Tim Piper.
A regular YouTube user, Piper simply uploaded the film to his personal site. A second, unrelated person also uploaded it from Dove's website in the U.S. All of the hits since then have come from one of these two original postings, Piper said.
Kestin said that, for advertisers, "It's critical to play in the new world. But it's naïve to assume you can do things the old way in a new medium."
TNS Media Intelligence, of New York says advertisers spent $4.7 billion (U.S.) on the Internet in the first half of this year, while the Interactive Advertising Bureau, a trade group, put the number at twice that amount.
























