Creativity

This Frenetic Petit Bateau Spot Beautifully Sums Up a Day in the Life of Kids' Clothes

Ad by BETC Was Filmed in 76 Frames With Five Cameras

By Alexandra Jardine. Published on Aug 30, 2017

Editor's Pick

Anyone who is in the market for buying small kids' clothes will know that looking cute is all very well, but you also need something that can stand up to lots of mess and abuse.

A new spot from French kids' clothing brand Petit Bateau sums up exactly that. It's a day in the life of a manically energetic little boy and his favorite stripey sweatshirt. From 8AM when his alarm rings till he goes to bed at night, he's on the go, and his shirt undergoes food splatters, mud, cat claws, dog jaws, being used as a Tarzan swing and much, much more. At one point it gets washed and ironed, and then goes back for more abuse.

Created by BETC Paris, the spot's frenetic energy comes from an innovative filming technique; it was shot (by Luis Cervero of Control) in 76 frames using five different cameras in sync with the movement of the sweatshirt and of the little boy. The result is a film shot not just from the kid's point of view, but the sweatshirt's -- giving the viewer a kind of empathy as to what it has to put up with. The soundtrack ("Ca plane pour moi" by Plastic Bertrand, a favorite of advertisers) is also appropriately manic, and the whole effect is both fun and adorable, in an exhausting kind of way.

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About

Credits

Date
Aug 30, 2017
Agency:
BETC Paris
Chief Creative Officer:
Rémi Babinet
Client:
Petit Bateau
Creative Director:
Damien Bellon
Art Director:
Damien Bellon
Art Director:
Juri Zaech
Digital Art Director:
Albert Yvert
Copywriter:
Samuel Moore
Copywriter:
Juri Zaech
Production:
Control
Director:
Luis Cervero

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