‘Reverse Selfie’ focuses on a young girl trapped in the superficial world of social media. She is introduced via a highly edited photograph that she posts to her social media platform, captioned ‘my new look’.
Suggested by the title of the campaign, the girl’s story is told in reverse, revealing to the viewer which digital effects were used to enhance her natural image.
As her story progresses, the viewer is able to see the deconstruction of her makeup routine, manipulated to capture the perfect selfie. The reverse journey ends with her staring in the mirror, obviously discontent with her reflection.
‘The pressure of social media is harming our girls’ self-esteem,’ states the ad. ’More screen time during the pandemic has made things worse. Have the selfie talk today.’
‘Reverse Selfie’ is the sequel to ’Evolution’, an ad released by Dove in 2006, and designed to highlight the false and unrealistic nature of the beauty ideals encouraged by the media industry.
This 2021 campaign marks the beginning of a new, freshly activist chapter for Dove, as the brand steps up its efforts to change the toxic nature of the beauty industry and highlight threats to the self-esteem of young people across the world.