Following the Guinness World Record breaking success of its 2009 Live Young "Roller Babies" ad, Evian is back again with a new dancing babies ad campaign, "Baby and Me." The ad has gone viral and received more than 30 million YouTube views in five days.
The ad video titled "Baby and Me," shows adults looking into a store mirror and seeing a baby version of themselves reflecting their facial expressions. The adults begin dancing to Yuksek's remix of Ini Kamoze's "Here Comes the Hotstepper" (from the 1990s) while their "inner infant" in the mirror reflects their complicated adult dance moves.
Evian's marketing message appears to be that we've all got an "inner infant" screaming for release if only we'd drink some Evian bottled water.
The Daily Mail reports the campaign will include an app that allows users to generate baby versions of themselves using facial recognition software, and outdoor events that will bring the "dancing with my baby-me” concept to life on digital posters.
But you may wonder why Evian using babies to "hustle" its water? According to Ad Week, the brand's connection with infants goes back to 1935 when it was recommended as the ideal water for babies because of "its pH-neutral mineral composition."
Ad Week reports that Laurent Houel, global brand director for Evian, said: "The babies are true to our story and heritage...The love affair of the brand with babies started in France in 1935, when Evian was first recommended as a perfect water for babies. It is still today the No. 1 water used by mothers for their babies [thanks to its pH-neutral mineral composition]. So fundamentally, there is a true link, it is not a marketing trick."
According to Ad Week, before the 2009 Live Young "Roller Babies" ad, Evian's ad agency BETC, released a French spot in 1998, “Water Babies,” which featured babies performing synchronized swimming moves in a pool of Evian water.
ABC News reports that the ad’s creator, Remi Babinet, said that the adorable smiles of the infants is the magic behind the ad. Babinet said: "This type of commercial is about happiness, about energy, because babies are our future."
Evian's 2009 ad video "Roller Babies" (see second YouTube video above), which featured babies dancing to Sugar Hill Gang’s “Rappers Delight,” and doing stunts on skates, holds the official Guinness World Record for most-viewed online advertisement with more than 66 million views on YouTube, and according to The San Francisco Chronicle, a total of over 170 million online views.
According to Ad Week, the spot was filmed in Buenos Aires and Paris and features adults paired with look-alike infants.
The Daily Mail reports Evian used CGI to create the impression that the babies were replicating the dance moves of their adult versions.