The Evian Babies are back, making a young surfer look practically like a total fogey in a fun new spot from the "Live Young" campaign.
Created out of BETC Paris, the ad opens on a male rider who spots a gorgeous isle in the distance as he paddles on his board in the ocean. As he heads toward it, he wipes out but then opens his eyes to find himself surrounded by other surfers with some serious skills and swagger -- even if they're all only about a year old.
The sun-loving babies look like they're embracing every bit of summer fun as they peel off their wetsuits, wax their boards, play the bongos and lounge about on beach towels. They may strike you as super adorable or super weird -- their chubby bodies moving as lithely on the waves as Kelly Slater or Laird Hamilton can be quite disconcerting.
But overall, as with previous turns for Evian, it's pure fun. Lilly Wood and The Prick's festive cover of The Beach Boys' "Kokomo" adds to the breezy vibe.
"Through the Baby Bay campaign we wish to encourage consumers to embrace evian's Live Young philosophy," said Antoine Portmann, general manager, Danone Waters of America in a statement. "There is an active energy inside each one of us, and we need to 'water' it every day. This is what we call the evian effect -- drinking pure water from the source keeps you living young in mind and spirit."
The campaign also includes a VR mobile app for iOS or Android, created by Versus Fullly Tailored Creation in partnership with Quiksilver. It allows users to put themselves in a baby wetsuit, throw themselves into a wave and perform some iconic surfing moves.
Outdoor executions also feature supermodel Gigi Hadid alongside her baby self, and packaging will depict surfers alongside their mini-mes as well.
The campaign also extends to retail at Paris shop Colette, which will sell baby surfer t-shirts and special edition flip flops that let wearers leave baby footprints in the sand.