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Creativity Online

Rate the Ad: Evian: Skating Babies

The Evian babies are back. This time, they're rollerskating and listening to hip-hop.

Published: Jul 08, 2009
Last time on Rate the Ad, we took a look at Dean Cain's public service announcements for Microsoft's newest version of Internet Explorer. In a commendable deadpan, Cain walks us through some harrowing internet afflictions--read: puking, yelling and adorable kitten obsession--and how IE8 can save all. We wanted to know if Microsoft can expect real laughs for this unusual effort, or if we should group this set with past strangeness like Bill Gates and Jerry Seinfeld in a shoe store.

While most Adsters were unimpressed—"guimp" says "IE8 suffers from A.A.B.A.T.P. Ad As Bad As The Product"—the campaign had one sole defender, who still couldn't resist slipping in a "dopey."

Commenter "walter.beck" says, "When watching the first IE8 ad that I saw I was disappointed, thinking that these spots were a cheap imitation of Priceline.com's ads staring William Shatner. However, after viewing different commercials in the series I believe that IE8 and Dean Cain are creating entertaining segments that will increase brand awareness for IE8, if they can keep our attention with new stories and frequency of viewing. As you see a new ad you wonder what the new A.C.R.O.N.Y.M. will be--even if you think it's dopey, which of course it is."

This week, we turn to the second act from the Evian babies. This first effort (below) from BETC Euro RSCG, Paris back in 1998, claims the effects of Evian are like a fleet of babies synchronized swimming in a pretty snazzy fountain. This time, the agency likens the effects of Evian on your body to a pack (pod? herd? flange?) of babies doing fly tricks on roller skates and listening to a remix of Rapper's Delight on an '80s boombox. Well, what do you think? Do roller skates and the boombox scream youth and vitality? Do these babies look like they're made of plastic to you? How's the VFX? Is anyone sick of babies-acting-like-adults spots? Was the first iteration successful enough to warrant an encore? Share your thoughts, below.

8 Comments: By barbotoole July 8th, 2009 08:23:05 pm

The first Evian ad had a LOT more going for it, since, for one thing, the babies were in
WATER.

Perhaps if we could "catch up" with one of the early ad babies, it would have been a
better choice. You know, like, that was little Eddie's first commercial. What's he doin'
now? Oh, roller skating?

Do roller skates and a boombox scream youth and vitality? Yeah, but they don't scream "Evian."

By jojip7 July 8th, 2009 10:34:01 pm

Love these commercials. Bizarre,disturbing yet very amusing. The rollerskating babies in some instances look "plasticky" but still another groundbreaking direction/concept.
The rollerskating babies tvc though is far more interesting than the water babies.But both are great

By fergotron July 8th, 2009 11:59:53 pm

I see no connection with the brand whatsoever... I see possessed babies on skates - not cute, just freaky.

By ntruroman July 9th, 2009 08:30:05 am

Why aren't they doing more drinking and less skating? And where are their helmets and wrist guards? And knee pads - what about knee pads?! This is an incredibly irresponsible ad that will set a horrible example for our youth. Our park will soon be filled with little babies skating, and our emergency rooms with little skating babies with bumps, bruises and the occasional break. Horrifying!
That being (facetiously) said...pretty cool spot. How do you not watch a spot like this?

By haleydd July 9th, 2009 09:32:48 am

As "plasticky," fake, and absurd as this Evian commercial may be, it still made me laugh. I expect to remember it for a while, and (more importantly) to remember that it was an EVIAN ad (as opposed to another beverage brand). If consumers are amused (and not annoyed) by the ad enough to give Evian more top-of-mind awareness, I'd say this ad works for me.

By mutimir July 10th, 2009 04:22:23 am

what a bunch of boring thoughts... this spot is great. and it's not because of the babies. it is because thirty-somethings are reminded of the culture we grew up with through the song, cassete player and roller shoes (not skates). the brand connected me with my youth. thank you for that.

By josiejoe July 10th, 2009 01:18:29 pm

Are they plastic looking? Sure. Did they make me laugh? Hell yah! Will I remember it and the brand it represented? Definitely! Is there or isn't there a connection to the Evian water? That's subjective, but the most important focus of any campaign is "Will the audience remember it and the product it was tied to?" My opinion is YES.

And, sorry, but the post about irresponsibility with infants and rushing them to the ER is way over the top!

By pasha July 10th, 2009 01:41:01 pm

Amusing yet lacking. I'd remember the ad I just wouldnt remember Evian. So babies = youth and vitality = Evian... not establishing a strong connection there.

Cute, 'real' 6-8 year olds dancing may have proved to be a better option if we must insist on following this path though i do think that the first iteration was where it should have ended.

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