Advertisement

World's Most Stunning Beauty Product: Fotoshop by Adobé Transform your look today

Wait, advertising and mass media perpetuate a bogus standard of fair-faced, rock-abbed, slim-framed beauty that's unattainable for most folks in real life? Whoa, when did that happen? Cue California filmmaker Jesse Rosten. "I was watching TV one sleepless night and stumbled upon an infomercial for some beauty product," he said. "The commercial showed before-and-after portraits, that to my eye, looked like the same photo just Photoshopped. I laughed to myself. Then I made this video." The clip's very title, "Fotoshop by Adobé," is inspired—that "é" does make it sound like a cheap-jack, faux-Euro cosmetics house—and Adobe's lawyers will no doubt get their gold-plated briefs in a twist to demand its removal from the Web. For now, there's much to enjoy, as Rosten skewers the breathless tone, too-perfect imagery and dense double-speak of beauty-oriented spots and magazine spreads. Particularly amusing are his promises to give you "lashes that never end" (they look like the tendrils of strange sea anemones) and "adjust your race." (Lighter or darker? You get one guess which.) All that said, the video's point seems pretty obvious, diluted by the fact that we're never going to completely sour on the practice of sweetening images. If we can make ourselves (or others) look "better"—the word admittedly defined by a set of subjective and unfair standards—we will, even if we just remove red-eye or wear vertical stripes to appear thinner. When the spoof asks, "Why eat healthy and exercise when you can just look like you do?," my (sagging) gut reaction was: Exactly! It's less of a joke than a rallying cry for those of us who savor kicking back on the couch and eating Twinkies. And don't get me started on Twinkies . . . so sad. Behind-the-scenes video after the jump.

Get the The AdFreak Daily newsletter:

Thanks for signing up! Check your inbox for a confirmation email.


Sign up for AdFreak Newsletters

Advertisement
About AdFreak

AdFreak is your daily blog of the best and worst of creativity in advertising, media, marketing and design. Follow us as we celebrate (and skewer) the latest, greatest, quirkiest and freakiest commercials, promos, trailers, posters, billboards, logos and package designs around. Edited by Adweek's Tim Nudd and David Griner.

Click to Subscribe to AdFreak RSS

Advertisement