Posted by Neil Davey on Mon, 06/07/2009 - 10:43
There is a secret war being waged right underneath our noses. Despite this battle royale taking place very publicly on our television screens for years, most of us are completely oblivious to it. Up for grabs is the mantle of viral marketing king. And there are only two serious contenders - the babies and the monkeys.
Dancing babies. Drumming gorillas. Talking babies. Tea-drinking sock monkeys. And so on.
The latest addition to this advertising arms race comes in the form of Evian's roller skating baby campaign. It has seriously upped the ante. Your move, monkey.
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Ad Campaign
Babies are naturally cute that’s why having them as stars of ad campaign is a great idea. Since a new viral video campaign has hit the internet, people have been looking for videos of babies on skates. The idea of actual babies on skates is kind of frightening to parents, but they're all computer animated, so rest easy – it's just an advertising campaign from Evian water, and the Evian water babies are becoming popular. The roller skating babies dance to Rapper's Delight, and some other songs in other commercials – even if the dancing baby thing has gotten completely maudlin by now. Still, fast cash won't make it go away, although the original did along with Ally McBeal. Someone definitely does not need cash loans with the success of the babies on skates videos.
Gratuitous baby use
Hi Sylvia,
The use of babies has certainly become a little gratuitous of late - although in defence of Evian, it has been using babies for a few ads recently as part of its "live young" campaign. The connection between babies and products/message is far more tenuous elsewhere...