The smell of a newborn baby is supposedly one of the best in the world—and now environmentally-friendly cleaning brand Ecover has used that insight to create a hilarious new campaign to promote its fragrance-free offering, Ecover Zero.
For the campaign, agency Uncommon actually created a satirical "fragrance" called L’eau de Bébé, together with fragrance house Givaudan. The brief was to craft a sustainable aroma that evokes the smell of newborns. The bottle design and manufacturing was handled in-house at Uncommon, and it's featured in an ad directed by Norwegian comedy directors Matias and Mathias through Object and Animal.
In the spot, which does a great job of parodying fragrance advertising, models take in the scent of a baby sitting on a plinth, worshipping it in ecstasy. It all gets more and more ridiculous, with babies' faces at one point transposed onto the models' bodies. However, the end reveals real message behind the spoof: you could alternatively use Ecover Zero so as not to interfere with the real scent of babies.
The film is airing online and across targeted social while a social competition offers samples of L’eau de Bébé to be won.
Nils Leonard, co-founder of Uncommon , says in a statement “In our game it’s a dream to work on a product and a brand that has a positive and meaningful effect on the world, but often that’s the last way we should advertise it. Akin to the noise of the insurance category people are weary of the ranty and often pious voice of environmental messaging, so we wanted to make something people wouldn’t see coming. With L’eau de Bébé you can save the planet, protect your babies skin and have a laugh at the same time, which is what Ecover is all about.”