Há varios anos, o premiado projeto de auto-estima da Dove desmistifica a ditadura da beleza ao redor do mundo, como no recente “Retratos da Real Beleza”.
Até em um simples anúncio impresso a mensagem atinge as mulheres de forma impactante, como nesse exemplo criado em Portugal pela TORKE+CC. A intenção era estender a campanha para o público infantil, já que, segundo a marca, 6 de cada 10 meninas deixam de fazer o que gostam por se sentiram desconfortáveis com a própria aparência.
Com uso de papel carbono e uma caneta encartada, um anúncio em revista especializada pedia as leitoras para lembrarem da pior coisa que foram chamadas na infância. Ao escreverem na peça, o texto aparecia copiado na página seguinte, junto do título: “As palavras marcam uma criança para sempre”.
Frankly, I needed a testicle-themed parody of Dove's "Real Beauty Sketches" like I needed a kick in the crotch. Portal A was only too glad to oblige, producing this NSFW effort which becomes the second notable spoof of Grupo Ogilvy Brasil's mega-hit in which an FBI-trained sketch artist drew women as they see themselves, and as others see them. The point: "You're more beautiful than you think." (The Dove spot was released only two weeks ago. Feels like it's been around forever.) The Portal A clip is a one-joke parody … though, anatomically speaking, I guess there are a pair. An "Encino P.D. forensic artist" sketches, well, balls, first based on descriptions from their owners, and next by others who have seen them. The point: "Your balls are more beautiful than you think." The acting's solid, and the testicular descriptions ("It's like a frog that died, that's been in the road for two or three days") are amusing. But I feel deflated—this particular sack seems half empty. When you do balls humor, go big! Let it all hang out! All of the sketches look like fairly accurate representations of the body parts in question. Why not have the ones done from the guys' descriptions look outlandishly awful—draw a frog that's been dead in the road for two days—contrasted with sketches of giant smiley-face emoticons, Fabergé eggs and the package on Michelangelo's David? What we have is far too restrained. Back to the drawing board, guys.
Dove's "Real Beauty Sketches" quickly became a viral phenomenon. But as it blazed past 1 million views on YouTube, the video has racked up its fair share of critics, too. The Ogilvy-produced clip, which shows a police sketch artist drawing women as they perceive themselves versus how strangers see them, has been praised by thousands of women as a heartwarming wake-up call for women to stop being so hard on themselves. But some feel the video actually reinforces beauty stereotypes by depicting one sketch as "uglier" than the other. Below, we catalog a few of the specific complaints about the campaign that have been bouncing around the Web this week.
1. It features too many traditionally attractive white women. Jazz Brice on Tumblr: "When it comes to the diversity of the main participants: all four are Caucasian, three are blonde with blue eyes, all are thin, and all are young (the oldest appears to be 40). The majority of the non-featured participants are thin, young white women as well. … Out of 6:36 minutes of footage, people of color are onscreen for less than 10 seconds."
2. It seems to define beauty as being thin and young. Kate Fridkis on PsychologyToday.com: "Looking at the two portraits of herself, one woman described the one meant to be prettier as looking 'much younger,' which seemed to be true of all of them. The more 'beautiful' facial representations seemed to all be thinner and younger-looking. If that is the crux of beauty, then I guess we're all pretty screwed by that obnoxiously inexorable bastard called time."
3. It positions beauty as the yardstick by which women measure themselves. Stacy Bias on StacyBias.net: "Is the pinnacle of success always beauty? Believing that others see us as beautiful? Believing that we are beautiful? I want people to question their negative self-perceptions, sure. But I would love for that to happen in a context where beauty doesn't always end up valorized. This is a mindfuck—'everyone is beautiful, so you are beautiful, too!' still reinforces beauty as an aspirational value."
4. It shows women as their own enemies rather than victims of a sexist society. Erin Keane on Salon.com: "All of that body image baggage is internalized by growing up in a society that enforces rigid beauty standards, and since the target demographic for this ad is clearly women over 35 with access to library cards (which is to say, women who have had some time to figure this reality out), it is baffling that Dove can continue to garner raves for its pandering, soft-focus fake empowerment ads."
5. It is hypocritical because it comes from Unilever, which also makes Axe, Slim-Fast and more. Charlotte Hannah on Twirlit.com: "[Dove's] long-running Real Beauty campaign has shed light on some important truths about the media's unrealistic portrayals of women, but given the fact that Dove is owned by Unilever, which also owns Axe (ugh) and the company that produces Fair & Lovely skin lightening cream (double ugh), the campaign comes across as hypocritical and patronizing—a way for the company to pander to women for sales while practicing the very evil it preaches against."
What arguments have we missed? Let us know your thoughts or share links to other reactions in the comments.
Se a imitação está entre as melhores formas de homenagem, paródias poderiam estar um degrau acima nesse raciocínio. Pelo menos é o que podemos constatar com Dove Real Beauty Sketches – Men, paródia que o New Feelings Time Comedy fez da campanha Retratos da Real Beleza, criada pela Ogilvy & Mather Brasil para a Dove.
Enquanto a campanha da Dove mostra como as mulheres podem ser duras com elas mesmas – tese comprovada com a ajuda de um artista forense, que produz diferentes desenhos com as descrições das mesmas mulheres, sob dois pontos de vista diferentes -, a paródia mostra que os homens vão na exata direção oposta, revelando uma autocrítica nula.
É claro que, para piorar, as pessoas responsáveis por descrevê-los são mulheres, que acabam, claro, sendo muito mais críticas do que os participantes poderiam esperar. Em resumo, você pode até se ver no espelho como Brad Pitt e acreditar quando a sua mãe diz que você é o mais lindo de todos. Mas esteja preparado para uma realidade bem diferente sintetizada na mensagem final: “Homens, vocês são menos bonitos do que pensam”.
Ogilvy Brazil's "Real Beauty Sketches" campaign for Dove took the Internet by storm this week with its clever use of a forensics artist to show women that they're really more beautiful than they think. What would happen if you tried the same experiment on men? Check out the brilliant parody below from New Feelings Time Comedy. Let's just say guys get the opposite results—but end up getting a little weepy just the same. "Men. You're less beautiful than you think." And you ain't no movie stars.
Gil Zamora is an FBI-trained forensics artist with over 3,000 criminal sketches under his belt. Dove (through Unilever's U.K. office) and Ogilvy Brazil hired him to interview and draw seven different women—two sketches of each. The first sketch was based on each woman's personal description of herself. The second was based on a description provided by a stranger the woman had just met. Of course, the differences are vast. Watching these women come face to face with the version of themselves in their mind and the version everyone else sees is extraordinary. It's one of the most original and touching experiments to come from the Campaign for Real Beauty in ages, because instead of making faux protests or annoying graphic designers with bullshit filters, they're actually empowering individual women to appreciate their inherent beauty, and in turn, allowing us all to wonder if we've been judging ourselves too harshly. Like all of the best work, the commercial elements are barely there. Beyond the logo, Dove doesn't even attempt to sell soap. Watch the documentary below, and mini-videos of selected women on the web site. Then enjoy the rousing comments section, where people are already attacking Dove for choosing too many skinny, white chicks.
CREDITS Client: Dove Agency: Ogilvy & Mather Brazil Chief Creative Officer: Anselmo Ramos Executive Creative Director: Roberto Fernandez /Paco Conde AD: Diego Machado CW: Hugo Veiga Sketch Artist: Gil Zamora Producer: Veronica Beach Junior Producer: Renata Neumann Business Manager: Libby Fine CEO: Luis Fernando Musa Group Account Director: Valeria Barone Account Director: Ricardo Honegger
Production Company: Paranoid US Director: John X Carey Executive Producer: Jamie Miller / Claude Letessier Line Producer: Stan Sawicki Director of Photography: Ed David
—Long Version Executive Producer: Jamie Miller / Claude Letessier Producer: Stan Sawicki Editor: Phillip Owens Music: Subtractive Sound mix: Lime Studio Composer: Keith Kenniff Mixer: Sam Casas Executive Producer: Jessica Locke Production Sound: Tim O’Malley Color Grading: Company 3 Colorist: Sean Coleman
—Short Version and Cinema Editorial Company: Rock Paper Scissor Executive Producer: Carol Lynn Weaver Editor: Paul Kumpata Assistant Editor: Niles Howard Online: A52 Executive Producer: Megan Meloth Producer: Jamie McBriety Music: Subtractive Composer: Keith Kenniff Sound mix: Lime Studio Mixer: Sam Casas Executive Producer: Jessica Locke Production Sound: Tim O’Malley Color Grading: Company 3 Colorist: Sean Coleman
Quantas vezes você já ouviu dizer que algumas pessoas costumam ter uma visão distorcida de si próprias? E quantas vezes você percebeu isso nas mulheres com quem você convive? Se você é mulher, certamente já ouviu alguém dizendo – e provavelmente não acreditou – que você não está gorda, que você é linda de qualquer jeito ou que essa coisa de achar defeitos em você mesma o tempo inteiro é coisa da sua cabeça. Quer saber o pior? É mesmo. A constatação da enorme diferença entre a autoimagem feminina e a percepção dos outros serve de mote para a campanha Retratos da Real Beleza, criada pela Ogilvy & Mather para a Dove.
Da mesma maneira que “a beleza está nos olhos de quem vê”, o contrário também é verdade. O artista forense do FBI Gil Zamora recebeu a missão de criar o retrato falado de algumas mulheres, que ficaram atrás de uma cortina e foram descrevendo a si mesmas para ele. Antes disso, entretanto, as participantes passaram alguns minutos com pessoas desconhecidas, sem saberem a razão: os desconhecidos também iriam descrevê-las para Zamora.
O resultado é impressionante e comprova que, realmente, as mulheres têm dificuldades de perceber sua própria beleza, e que essa visão distorcida pode afetar suas vidas e escolhas de uma maneira bastante negativa. No final das contas, vale a pena refletir a respeito e, quem sabe, tentar ser menos crítica com si própria.
Para conferir todos os filmes e imagens dos Retratos da Real Beleza, basta acessar o site da campanha.
This Brazilian ad by Ogilvy & Mather for Dove's Men + Care shampoo line puts the tropes of women's shampoo commercials in a new, and weird, context. Apparently, using women's shampoo makes your hair move in slow motion all the time, and also makes it grow about a foot in the time between showering and getting to work. You'd think the afflicted man would have noticed this before his co-worker pointed it out. All that neck strain would have killed me. Directed by Hungry Man's Carlão Busato.
Se você é mulher e costuma ficar irritada quando o namorado/marido usa o seu shampoo, às vezes desperdiçando aquele produto caríssimo, taí um ótimo comercial para você mostrar para ele.
A Dove Men+Care lembra que o shampoo feminino não foi feito para os homens, com um argumento que, além de bem-humorado, é irrefutável.
A campanha da Ogilvy & Mather, brasileiríssima, acertou em cheio.
Já tem alguns anos que a Dove tem incentivado as mulheres a reconhecerem e assumirem sua beleza real, em vez de ficarem perseguindo um ideal absurdo estabelecido pelas indústrias da moda e entretenimento, por meio da Campanha Pela Real Beleza. Basta dar uma olhada na trajetória da marca nos últimos 10 anos, mais ou menos, para ver como essa ideia tem sido abordada de maneira ininterrupta. Desta vez, entretanto, eles resolveram mirar em um público diferente, falando diretamente com diretores de arte e designers responsáveis por retocar as imagens, escondendo a mensagem em um lugar que apenas eles poderiam encontrar: no Photoshop.
Divulgando em diversos sites especializados um arquivo que, quando baixado, aplicava um efeito especial nas imagens com apenas 1 clique. Só que, na verdade, quando o usuário clicava no aplicativo, a imagem voltava ao estado original, desfazendo todas as modificações, e trazendo a seguinte mensagem: “Não manipule nossas percepções de beleza real”. É claro que era possível recuperar o trabalho feito depois disso, mas com certeza deve ter feito muita gente pensar antes de seguir cometendo alguns dos absurdos que a gente vê por aí.
De certa maneira, essa ação criada pela Ogilvy Toronto me lembrou aquela da Africa Health Placements, do anúncio audível apenas com um estetoscópio. Simples e eficiente.
A AdWeek publicou um ranking mostrando quais são os 20 anúncios mais vistos de todos os tempos no YouTube. Entre muitas novidades, chama a atenção um clássico de quase 30 anos estrelado por Michael Jackson. Vale lembrar que a qualidade de alguns vídeos não é das melhores, já que são bem antigos.
1. Angry Birds: Trailer – 74 milhões de views
2. Evian: Roller Babies – 58 milhões de views
3. Volkswagen: The Force – 54 milhões de views
4. Pepsi: Pepsi Generation – 44 milhões de views
5. Old Spice: The Man Your Man Could Smell Like – 42 milhões de views
The accusations of photo retouching could have been devastating to Ogilvy, Dove and Unilever. Today, all have released statements along with Dangin, the photo retoucher and Annie Liebovitz, stating that the women in the Real Beauty campaign were not retouched. Dangin, however, has admitted to working on the Dove Pro-Age campaign but only to remove dust and provide color correction – neither of which destroy the integrity of the women in the photographs. So, world of advertising and BMA readers – you can all rest assure that Dove and it’s Real Beauty as well as Pro-Age campaigns do exactly what they are supposed to… give real women a sense of inspiration and beauty.
This is site is run by Sascha Endlicher, M.A., during ungodly late night hours. Wanna know more about him? Connect via Social Media by jumping to about.me/sascha.endlicher.
Post originalmente publicado no Brainstorm #9
