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CAMPAIGN in association with
Have you been particularly impressed by a recent
ad or campaign? That’s the question we put to our
four guest reviewers
TalkingPOINTS
Evian – Rollerbabies
Evian’s follow up to ‘Water Babies’ (1998) was created by BETC
Euro RSCG in France and released in July 2009. It was a huge
viral hit, becoming the fifth most watched clip on YouTube and
Time magazine’s top TV ad last year.
I would defy anyone to look at the current television advertisement
by Evian and not laugh out loud. What could be cooler than toddlers
in their nappies roller-skating around the likes of Central Park doing
flips and tricks while rapping along to their favourite hip-hop music!
We recently had a photographer do a family portrait for us, which
included two babies under the age of 18 months, and I can tell you
that guy earned his money. Working with kids is tough and that’s
what makes this quality production a real achievement. Okay,
there’s quite a bit of computer-generated effects (I hope, or else my
nine-month-old boy is really underachieving), but the producers did
have to work with a gang of toddlers all at once in a studio and get
results – well done to them.
Although the campaign is an international one (filmed in
Barrandov Studios in Prague and featuring a remixed version of the
original US rap song ‘Rapper’s Delight’), it has specific appeal to the
Irish audience as well. We have the highest birth rate in Europe at
present – over 75,000 babies were born in Ireland in 2008 and the
figure in 2009 is expected to be even higher. With the highest fig-
ures for well over a century, many of us are fully engaged in baby
mode and receptive to Evian’s message (“Live young”).
The other thing that caught my eye with this clever campaign is
the use of social media. Evian has a designated website for the
campaign (www.evian.com/babies), with links to special produc-
tion features on YouTube. You can even become a friend of Tom
‘Roller Stunt’ Morse or ‘Satto Girl’ Anna on Facebook, which devel-
Gavin Fox (MMII) is director of Inspire
Consulting
ops the fun element of the campaign and helps to create an ‘Evian
Community’.
I think the advertisement is great and I will be replacing my baby’s
SMA with Evian and buying him a pair of roller skates very soon in
the hope of similar effects.
34 Marketing Age Volume 4 Issue 1 2010
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