Since they first made a splash 10 years ago with their dance moves and rollerblading skills—and subsequently became a YouTube sensation—they’ve made a number of appearances in Evian’s advertising over the years (in 2017, they sported oversized clothing for the brand).
Now, the iconic babies are back in a 45-second spot that continues to spread Evian’s ongoing “Live Young” messaging. Created by BETC, the ad features a hip-hop version of “The Bare Necessities” from The Jungle Book, with music provided by rising rap star Jay Prince.
From playing tennis with 2016 French Open champ Garbiñe Muguruza to riding bikes through city streets, the babies are seen enjoying themselves while they extol the virtues of a “purposeful, natural life.”
According to the brand, the effort “reminds us that living young is about making conscious living choices, focusing on the things that really matter.” Toward the end of the spot, one of the babies is seen tossing a bottle into a recycling bin—a nod toward its commitment to making all of its bottles out of recycled plastic by 2025.
“We’ve been using babies for more than a decade as a metaphor of youth and today we wanted to give the babies a voice,” said Patricia Oliva, Evian’s global brand vice president, in a statement. “Because today living young is living with a sense of purpose, speaking up, advocating for a life that’s conscious and optimistic.”
The spot will air in France, the UK, Switzerland, Belgium and Germany. Additionally, the campaign includes print, out-of-home and on-pack elements that feature three baby “gangs”: baby voguers, baby tennis players and baby bikers, all of which the brand says are “determined to live their life in a fresh, committed and optimistic way.”
The campaign features baby voguers, baby tennis players and baby bikers.