Advertising Industry
Industry: Email Alert RSS Feed'Evolution' win shows film is no longer the dominant species.(Garfield's AdReview)
Advertising Age, June, 2007 by Garfield, Bob
Byline: Bob Garfield
This year: "Evolution.''
Last year: "NoItuLove.''
Next year: "Live U-Toon?''
The key to winning the Cannes Film Grand Prix, obviously, is alphabetic. Or, maybe it's expressing the passage of time, in one direction or another. The 2006 winner, for Guinness, showed a stout-drinking man descending through history toward the primordial ooze. This year's winner, from Ogilvy & Mather, Toronto-for Dove's Campaign for Real Beauty-used time-lapse photography to show the metamorphosis of a plain Jane to a phony cover-girl vixen.
It aimed to show that our standards of beauty are all out of whack, which they are, and it did. But the real real beauty of the spot, and the real evolution, was in its provenance: It...
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