Babies Form Supergroup, Rock Out, in New Commercial for Cow & Gate

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BETC moves on from roller babies to band babies in this adorable ad for baby feeding brand Cow & Gate, out of the agency's London office. Part of the brand's "Feed Their Personalities" campaign, the spot features a supergroup of toddlers who are set free in a recording studio.

Two cameras rolled as the kids rocked, pressing buttons and plucking strings, and that cacophany of mindless sound eventually settles down into something that actually sounds like music. Thanks to some clever editing and direction by RSA's Jim Field Smith, the commercial finally gets in place and out comes a cover of Dexys Midnight Runners' "Come On Eileen." The commercial, which Smith likens to shooting a "wildlife documentary," used no computer graphics or special effects.

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