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A Lifetime In 60 Seconds
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A Lifetime In 60 Seconds

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If there’s one thing skincare ad campaigns aren’t famous for, it’s honesty. A Norwegian pharmacy is doing away with all the airbrushing and editing for their latest product advertising campaign, however, and they’ve produced a poignant video that shows ‘getting older’ in a new light.

‘A Lifetime in 60 Seconds,’ a collaborative project between Vitus Apotek and ad agency T/A Pol, is a frank and unfiltered look at how our skin ages over time, and the importance of both caring for it and loving it. Women and girls from ages 0 to 100, of all colors, shapes, and sizes were filmed and arranged in chronological order in this cool ad, illustrating the many ways beauty evolves just like wisdom and character.

“We’re not doing any retouching. We’re going to let people be aging gracefully… it’s a really refreshing take on showing the human body just the way it is,” ad photographer Pål Laukli said of the project in a behind-the-scenes video.

Scroll down to see life on fast forward before your eyes in a brief minute, then let us know what you think of this advertising approach in the comments.

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See all 100 years of beauty here:

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kathi-kierach avatar
arg
Community Member
6 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

I like how the women they choose looked strong, happy and content. At all ages. Great to see that.

maike_u_sebastian_herschmann avatar
Maike
Community Member
6 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

this is touching, beautiful, amazing and honest. i like!

captaindash avatar
Full Name
Community Member
6 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

Norwegians age well. Try this same thing in Oklahoma out front of a Taco Bell.

phoeberaetaber avatar
Phoebe The Great
Community Member
6 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

I love how it shows tons of different people, but they all are the same age difference. Yet at the end, you see it takes them all to the same place, I like that. Also at the end, it says to take care of your skin and love it. That could mean plastic surgery, smoking, sunscreen and so many other topics in just one video! I just love it!

raiahy avatar
Roxane Milko
Community Member
6 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

81 years old woman (I cannot decipher her name) is so stunning! Her smile and her beautiful smile, I wish to look like this when I'm her age <3

zigzag6618 avatar
Sherrie Glendening
Community Member
6 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

Every time I see buried in the small print of mascara ads, "styled with lash inserts", I want to yell look, everyone, another lie! But still, I stand in makeup skincare aisles wondering which might actually work. I would kill for the 16-year-old's beautiful red hair.

viajes712 avatar
MJ Viajes
Community Member
6 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

I love this ad. Such beautiful woman who seem to be happy with who they are. 😊

cocoritatelele avatar
Lalita
Community Member
6 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

the woman at 57 years old mark is absolutely STUNNING!

sblumer avatar
Serge
Community Member
6 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

Wish I had started making an annual picture of myself at early age. Too late now...

luisaa72 avatar
Luisa Aresu
Community Member
6 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

I like to see them happy and confident trough all ages. Too many aren't.I think that's not a truthful representation of people apart for skin ageing.. it's just a small part. The luckyes

dmadden51 avatar
David Madden
Community Member
6 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

Make-up has become such a lie that many women are barely recognizable with it off. Although my photography does not focus on people I prefer women to wear little to no make-up as I often find that they are much better looking without all the caked on stuff.

nickyoldfielddesciple avatar
Nicky OldfieldDesciple
Community Member
6 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

Am I the only one who thinks it's wrong to take and publish photos of naked children?

2cassandra4art avatar
Cassandra Kavanagh
Community Member
6 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

We are all born nude .Children are the most innocent things there are ! It isn't wrong to see naked children unless you as the viewer sexualise the image which is wrong but most people will simply see a beautiful healthy child. It is in the eye of the beholder ! If you see nude children as sexual then you have a problem . If you see nude children as wrong and inappropriate then you have the problem. Some peoples on this earth still live their lives naked . There is nothing inherently wrong with nudity at any age.It is our most pure state.Nudity doesn't always translate into sexuality ! We must not let evil win . Most people will simply appreciate the natural beauty in these images. There may be the rare few people who find it titillating but it would be sad to allow these seriously ill people to control how we see children. This add is so tasteful. There are no genitals .I thought all the images were very touching and respectful; beautiful and real !

Load More Replies...
helensaramay avatar
Helen May Buyer
Community Member
6 years ago

This comment is hidden. Click here to view.

All ages, many different skin colours. But not many different sizes. I wonder why that is?

monilip avatar
Monilip
Community Member
6 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

I don't understand. They are different sizes! I mean, none of them are super thin or super fat, but they ARE different sizes. 30 is bigger then 31 years old and 32 years old is deffinitly thinner. Sam with 35 and 38. Don't you see it? I don't think that Norway has obesity problem like (for exmpale) USA, maybe that's why some people can't see differnet sizes don't mean 50kgs vs 500kgs... But these woman are definitly different sizes

Load More Replies...
kathi-kierach avatar
arg
Community Member
6 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

I like how the women they choose looked strong, happy and content. At all ages. Great to see that.

maike_u_sebastian_herschmann avatar
Maike
Community Member
6 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

this is touching, beautiful, amazing and honest. i like!

captaindash avatar
Full Name
Community Member
6 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

Norwegians age well. Try this same thing in Oklahoma out front of a Taco Bell.

phoeberaetaber avatar
Phoebe The Great
Community Member
6 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

I love how it shows tons of different people, but they all are the same age difference. Yet at the end, you see it takes them all to the same place, I like that. Also at the end, it says to take care of your skin and love it. That could mean plastic surgery, smoking, sunscreen and so many other topics in just one video! I just love it!

raiahy avatar
Roxane Milko
Community Member
6 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

81 years old woman (I cannot decipher her name) is so stunning! Her smile and her beautiful smile, I wish to look like this when I'm her age <3

zigzag6618 avatar
Sherrie Glendening
Community Member
6 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

Every time I see buried in the small print of mascara ads, "styled with lash inserts", I want to yell look, everyone, another lie! But still, I stand in makeup skincare aisles wondering which might actually work. I would kill for the 16-year-old's beautiful red hair.

viajes712 avatar
MJ Viajes
Community Member
6 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

I love this ad. Such beautiful woman who seem to be happy with who they are. 😊

cocoritatelele avatar
Lalita
Community Member
6 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

the woman at 57 years old mark is absolutely STUNNING!

sblumer avatar
Serge
Community Member
6 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

Wish I had started making an annual picture of myself at early age. Too late now...

luisaa72 avatar
Luisa Aresu
Community Member
6 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

I like to see them happy and confident trough all ages. Too many aren't.I think that's not a truthful representation of people apart for skin ageing.. it's just a small part. The luckyes

dmadden51 avatar
David Madden
Community Member
6 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

Make-up has become such a lie that many women are barely recognizable with it off. Although my photography does not focus on people I prefer women to wear little to no make-up as I often find that they are much better looking without all the caked on stuff.

nickyoldfielddesciple avatar
Nicky OldfieldDesciple
Community Member
6 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

Am I the only one who thinks it's wrong to take and publish photos of naked children?

2cassandra4art avatar
Cassandra Kavanagh
Community Member
6 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

We are all born nude .Children are the most innocent things there are ! It isn't wrong to see naked children unless you as the viewer sexualise the image which is wrong but most people will simply see a beautiful healthy child. It is in the eye of the beholder ! If you see nude children as sexual then you have a problem . If you see nude children as wrong and inappropriate then you have the problem. Some peoples on this earth still live their lives naked . There is nothing inherently wrong with nudity at any age.It is our most pure state.Nudity doesn't always translate into sexuality ! We must not let evil win . Most people will simply appreciate the natural beauty in these images. There may be the rare few people who find it titillating but it would be sad to allow these seriously ill people to control how we see children. This add is so tasteful. There are no genitals .I thought all the images were very touching and respectful; beautiful and real !

Load More Replies...
helensaramay avatar
Helen May Buyer
Community Member
6 years ago

This comment is hidden. Click here to view.

All ages, many different skin colours. But not many different sizes. I wonder why that is?

monilip avatar
Monilip
Community Member
6 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

I don't understand. They are different sizes! I mean, none of them are super thin or super fat, but they ARE different sizes. 30 is bigger then 31 years old and 32 years old is deffinitly thinner. Sam with 35 and 38. Don't you see it? I don't think that Norway has obesity problem like (for exmpale) USA, maybe that's why some people can't see differnet sizes don't mean 50kgs vs 500kgs... But these woman are definitly different sizes

Load More Replies...
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