Babies Bring New Life To Evian Water
Evian’s web video of rollerskating babies is the Internet’s latest viral hit. Having garnered over 4.7 million views since appearing on YouTube at the beginning of July, the video is the cornerstone of Evian’s new “Live Young” advertising campaign
Evian’s worldwide brand manager Michael Aidan noted, “‘In the majority of countries in recent years, our communication has been very fact-based.”
With the first industry-wide decline in water sales in over a decade in 2008, Evian wanted to bring back some buzz back to the category.
“Consumers expect more from a big brand,” said Aidan, “Hence this breakaway and back to roots campaign.”
Evian’s ad agency, BETC Euro RSCG, took the basic idea of performing babies from an Evian commercial that first aired in France back in 1988 and updated it for the web and international television by using more advanced CGI techniques and an updated version of the Sugarhill Gang rap classic, Rapper’s Delight.
With comments ranging from “totally cute” to “totally creepy” the Evian rollerskating baby video has done exactly what a viral ad campaign is designed to do: get people talking.
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Living young with the Evian rollerskating babies
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The Making of the Evian Rollerskating Baby Commercial
“Hotel, motel, Holiday Inn,
If your baby starts acting up, then you cast her friend…”
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Permission for Use:
I love this ad!!! Would like to inquire about use for a course called “Managing an Intergenerational Workforce.” What’s the possibility of getting permission to expose an additional 6,000 people to your marketing ad? Evian leads the pack in creativity and I’d like to share that fact and your ad with all who participate in the course.
Cherise