Daily Buzz – Video – July 13, 2009
Posted by Generate Studios on July 21st 2009 in Generate Insight Daily Buzz
Topic: Evian Roller Babies
The buzz on the boards all weekend and continuing today is the new Evian Roller Babies commercial. The commercial consists of babies break-dancing on roller skates to a remix of the hit “Rapper’s Delight”. On the site Evianliveyoung.com, consumers can find the two viral “Live young” films and other digital teasers such as: the audio remix, “making-of” clips, and “interviews” with select babies from the film sharing anecdotes from the set. Ninety-six babies were filmed for the spots. The cuteness-factor, amazing special effects and the clever campaign slogan ‘Live Young’ are just a few of the reasons why this ad resonates so well with the Millennial market.
Why this type of ad is so buzz-worthy amongst Millennials:
- Babies put in to adult-like situations (etrade, BMW, Philips commercials) somehow evoke laughter and leads the consumer to believe in the ‘purity’ and ‘integrity’ of the brand.
- Special-effects always establish credibility to the Millennial eye. Great special effects also guarantee repeat viewings.
- The campaign slogan ‘Live Young’ speaks directly to this generation of youth. In fact, most of the Millennials that commented on this commercial feel that Evian is targeting people their age because of that slogan.
- The lead-in to the ad peaks the viewers curiosity: “Let’s observe the effect of Evian on your body”…followed by the dancing babies. One Insighter said after viewing the ad, ‘so if I drink Evian I’ll never grow old…I’m sold!”
Link to commercial: http://www.youtube.com/watch?v=_PHnRIn74Ag
Link to site: www.evianliveyoung.com
