Evian is bringing back the dancing tots. "Baby & Me," a new film from the brand, created by BETC Paris, starts with an adult catching his reflection in a bus window and seeing a baby version of himself looking back at him. When he finds a full-length mirror, he starts dancing, and so does the baby. Other passersby find the same thing happening to them, leading to a full-blown dance routine, set to "Here Comes the Hotstepper," which was remixed for the brand by artist Yuksek. Directorial duo "We Are From LA" shot the film.
The global brand campaign will include an outdoor/poster element that will feature portraits of adults and their baby versions facing each other, displayed in train stations and Metro platforms.
An app, "Baby & Me," created by the agency in collaboration with production company B-Reel, will be available starting mid-May, and will use facial recognition technology to transform uploaded pictures of adults into "baby versions."
Babies, have of course, been the cornerstone of Evian creative since 1998, when the brand launched "Waterbabies." Evian's "Roller Babies" is the third most-watched campaign of all time with 206 million views, behind the "Will It Blend" series with 230 million and Kony2012 with 220 million, according to Visible Measures.