Baby Bob toddles off to TV deal with Viacom

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A baby who talks like a 40-year-old is going from the advertising business to show business.'s TV spokes-man Baby Bob is poised to make the leap from ad icon to star of a TV show. Viacom Productions is in negotiations for rights to use the smart-talking baby.

"When we started as an agency, I wanted to blur the lines between advertising and entertainment," said Rob Siltanen, creative director, Siltanen/Keehn, Santa Monica, Calif. His original idea was for Bob--who really is a baby girl with the voice of actor Ken Campbell--to evolve into a character on a program on the Web site.


Baby Bob made his TV spot debut in February. Recently, the baby partnered with Shaquille O'Neal; in two spots, viewers are invited to tune in the Bob Show on the Web. Staged to resemble NBC's "Tonight Show" and written by the ad agency, Bob interviews Shaq on several topics. The exchange includes a diaper-changing joke.

Viacom, producer of "Sabrina, the Teenage Witch," has hired writers, but hasn't decided whether the pilot will use an interview format, be a situation comedy or use another format, a company spokesman said.

Contributing: Wayne Friedman.

Copyright July 2000, Crain Communications Inc.

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