Fotoshop by Adobé from Jesse Rosten on Vimeo.

This commercial isn’t real, and neither are society’s standards of beauty – that’s the message filmmaker Jesse Rosten is trying to get across with his hilarious spoof ad that’s made a real impact here at Models Direct.

The short film, which advertises a new beauty product called ‘Fotoshop by Adobé’, highlights the heavy post production processes that often go into making a model ‘perfect’.

The ad takes you through the powers of ‘Fotoshop by Adobé’, which allows you to smooth out wrinkles, change your hair colour, slim down your body and even adjust your race!

Beautifully illustrating just where our distorted perception of beauty stems from, the film ends with a hilarious take on Maybelline’s’ tag line: “Maybe she’s born with it…errr, no I’m pretty sure it’s Photoshop.”

We at Models Direct love this super satirical film, and it seems we’re not the only ones. Comments about the spoof ad include: “This video tells the truth in so many ways…love it”, and “I use PS to retouch my professional beauty images, but I have to admit, too many of the published images I see look ridiculous. Plastic skin, no pores, no nothing. There’s way too much PS out there”.

The odd one or two, however, have criticised the film, saying that it’s wrong to blame Photoshop. Responding to the criticism, the film’s maker Rosten said: “This isn’t an indictment of Photoshop. If anything, this video showcases how powerful the digital retouching tools really are and how prevalent the software has become. They’re the Kleenex of tissues, the Xerox of copy machines. Heck, Photoshop is literally in the dictionary as a verb meaning ‘to alter digitally using computer software’.

“In order for this spot to connect with the viewer, it has to use language and ideas that the viewer already understands. ‘Just Photoshop it’ is part of our daily lexicon and that’s part of what makes this spot funny (to me at least). Yes, don’t blame the tool, blame those who use it. Totally agree. Dig a little deeper into this satire and I think you’ll see that message coming through loud and clear.”

Check it out and tell us your thoughts!