Hasta La Ideas

Love them or hate them, the Evian babies are back for yet another ad campaign from BETC featuring the Live Young strap line…

Entitled Baby & Me, the campaign is led by a film shot by We Are From LA through production company Iconoclast. In it a group of adults feel compelled to dance around (to the sound of an Evian-commissioned remix of Ini Kamoze dance floor bomb Here Come The Hotstepper) in front of a reflective shop window after discovering their reflections are, in fact, baby versions of themselves.

Credits

Agency BETC
Executive creative director Rémi Babinet
Artistic director Agnes Cavard
Artistic director assistant Felix Falzon
Copywriter Valérie Chidlovsky
Traffic Elise Herfort
Media strategy director Martine Picard
Media agency HAVAS MEDIA INTERNATIONAL
TV producer Fabrice Brovelli
Production company ICONOCLAST
Directors WE ARE FROM LA
Music BETC MUSIC
Music creative director Christophe Caurret
Music production GUM

Needless to say the bespoke Yuksek remix of Here Come The Hotstepper is now available to buy from iTunes – and a Baby & Me app (created by B-Reel) is also set to be launched via the App Store in mid May. The app apparentely utilses facial recognition software so that users will be able to create baby-faced versions of themselves onscreen to share with friends.

While making babies dance, jump and spin like adults using CG trickery will always yield slightly uncanny results that aren’t to everyone’s taste, Evian’s babies have proved hugely popular over the years. Rollerbabies (2008) still stands as the Guinness World Record-recognised most viewed online advert of all time. But will Evian and its agency continue to find success plugging the same old trick?

Even if (like me) you find the bottled water brand’s continued use of babies in its advertising mildly nauseating – it’s hard to deny the casting director a round of applause for this campaign. Need convincing? Here are the print ads:

Print credits:

Agency BETC
Executive creative director Rémi Babinet
Artistic director Agnes Cavard
Artistic director assistant Felix Falzon
Copywriter Valérie Chidlovsky
Traffic Elise Herfort
Photographer Benni Valsson
Art buyer Nathalie Gruselle
Production RITA PROD / Isabelle Severi
Print producers Sarah Belhadj, Annick Audoux
Media strategy director Martine Picard
Media agency HAVAS MEDIA INTERNATIONAL

The April print issue of CR presents the work of three young animators and animation teams to watch. Plus, we go in search of illustrator John Hanna, test out the claims of a new app to have uncovered the secrets of viral ad success and see how visual communications can both help keep us safe and help us recover in hospital

Buy your copy here.

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