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.