let's observe the effect of evian on your body. naturally pure and mineral-balanced water supports your body's youth.
Hey, how about getting some babies to roller-skate to the remixed sound of The Sugar Hill Gang's Rapper's Delight?
If you think about it, it's a question that should have been asked many moons ago but has only just been posited by BETC Euro RSCG Paris. They, along with Michael Gracey of Partizan and the whiz-kids at MPC have not only answered that question in the positive but they've done so in style. Most people like babies, a good amount of people like roller-skating and surely everyone loves Rapper's Delight; it's a win-win situation.
Obviously the design, execution and post production of the 60 second spot could prove a little tricky but luckily the aforementioned triumvirate like a challenge and the result of that challenge is Rollerbabies, Evian's new multi-national commercial. The first time we saw the Evian babies was back in 1998 when BETC created the original Waterbabies spot which was recently voted by the French public as their favourite ad ever. This time they're back and they've brought their Bauers.
Rémi Babinet, chairman and worldwide creative director of BETC Euro RSCG says that this new spot was Evian's way of approaching the different impressions that the brand has cultivated in different regions. "Evian is a brand comprising of two very different images," he explains. A stylish, cutting-edge, fashionable image as perceived in the States, and a very maternal image of water that you give to babies, particularly felt in France. The idea for the campaign came from here. To create a campaign that is both extremely cutting edge and extremely popular, with the baby at the centre of it all."
Also at the centre of it all was Michael Gracey, the Partizan director recently lauded for his work on the T-Mobile campaign. He was eager to get involved from the outset and worked hard to make sure that happened. "This was a chance to work with some brilliant creatives out of Paris," Gracey says, "and roller-skating, dancing babies was a concept that made me smile from the first time I heard it."
Involved in the project for around five months - "though I'm not sure, it feels like a long time" - Gracey knew that the main challenge would be making the small-scale stars look and feel real. "We fought this the entire time," he explains, "because it isn't a matter of just copying a dancer because you have to say, if a baby was doing this step what would he do? But then it has to also be balanced with the fact that it's about how active you can be with Evian and so what [the babies] were doing had to be impressive, so we had to push it well past what a baby is really capable of. It was a constant juggle between the personality of the babies and the excitement of the action, but I feel what we ended up with is both."
Fabrice Brovelli, general director and head of TV production at BETC, says that despite the temptation to use a 'star' director, Gracey was the perfect choice. "We actually had the world's top five [directors] that wanted to be in on this project," says Brovelli, "and then there was this outsider, Michael Gracey. When we started working on the project he was a lot less famous because the T-Mobile ads weren't out yet but we were aware of his work as an art director on projects like Moulin Rouge. All his films were pretty well choreographed. He really thought about what it would be like to be in a baby's skin, worked out what the weight of a baby's head would be, how they would dance, how they would roller-skate. He was the one who got the most involved."
The project involved shooting in Prague, Paris, Brussels and Australia and with a total of 134 babies used it was an epic spot and it's entirely possible that for once, the tantrums in front of the camera outweighed those going on behind it. Gracey is also quick to point out the debt of gratitude due to MPC who created all the visual effects (and which you can read more about in issue 116 of shots). "You have to have a lot of faith in the post production company you are working with," he states. "Ultimately they define the success of the spot."
Before the release of this spot the agency put two teaser trailers on YouTube to build anticipation, Baby Break Dance and Baby Moonwalk. The Rollerbabies spot will be aired on television from 5th July.
source: shots.net
Tags: evian roller skating babies, skating babies funny evian commercial, evian babies on skates commercial video,
Hey, how about getting some babies to roller-skate to the remixed sound of The Sugar Hill Gang's Rapper's Delight?
If you think about it, it's a question that should have been asked many moons ago but has only just been posited by BETC Euro RSCG Paris. They, along with Michael Gracey of Partizan and the whiz-kids at MPC have not only answered that question in the positive but they've done so in style. Most people like babies, a good amount of people like roller-skating and surely everyone loves Rapper's Delight; it's a win-win situation.
Obviously the design, execution and post production of the 60 second spot could prove a little tricky but luckily the aforementioned triumvirate like a challenge and the result of that challenge is Rollerbabies, Evian's new multi-national commercial. The first time we saw the Evian babies was back in 1998 when BETC created the original Waterbabies spot which was recently voted by the French public as their favourite ad ever. This time they're back and they've brought their Bauers.
Rémi Babinet, chairman and worldwide creative director of BETC Euro RSCG says that this new spot was Evian's way of approaching the different impressions that the brand has cultivated in different regions. "Evian is a brand comprising of two very different images," he explains. A stylish, cutting-edge, fashionable image as perceived in the States, and a very maternal image of water that you give to babies, particularly felt in France. The idea for the campaign came from here. To create a campaign that is both extremely cutting edge and extremely popular, with the baby at the centre of it all."
Also at the centre of it all was Michael Gracey, the Partizan director recently lauded for his work on the T-Mobile campaign. He was eager to get involved from the outset and worked hard to make sure that happened. "This was a chance to work with some brilliant creatives out of Paris," Gracey says, "and roller-skating, dancing babies was a concept that made me smile from the first time I heard it."
Involved in the project for around five months - "though I'm not sure, it feels like a long time" - Gracey knew that the main challenge would be making the small-scale stars look and feel real. "We fought this the entire time," he explains, "because it isn't a matter of just copying a dancer because you have to say, if a baby was doing this step what would he do? But then it has to also be balanced with the fact that it's about how active you can be with Evian and so what [the babies] were doing had to be impressive, so we had to push it well past what a baby is really capable of. It was a constant juggle between the personality of the babies and the excitement of the action, but I feel what we ended up with is both."
Fabrice Brovelli, general director and head of TV production at BETC, says that despite the temptation to use a 'star' director, Gracey was the perfect choice. "We actually had the world's top five [directors] that wanted to be in on this project," says Brovelli, "and then there was this outsider, Michael Gracey. When we started working on the project he was a lot less famous because the T-Mobile ads weren't out yet but we were aware of his work as an art director on projects like Moulin Rouge. All his films were pretty well choreographed. He really thought about what it would be like to be in a baby's skin, worked out what the weight of a baby's head would be, how they would dance, how they would roller-skate. He was the one who got the most involved."
The project involved shooting in Prague, Paris, Brussels and Australia and with a total of 134 babies used it was an epic spot and it's entirely possible that for once, the tantrums in front of the camera outweighed those going on behind it. Gracey is also quick to point out the debt of gratitude due to MPC who created all the visual effects (and which you can read more about in issue 116 of shots). "You have to have a lot of faith in the post production company you are working with," he states. "Ultimately they define the success of the spot."
Before the release of this spot the agency put two teaser trailers on YouTube to build anticipation, Baby Break Dance and Baby Moonwalk. The Rollerbabies spot will be aired on television from 5th July.
source: shots.net
Tags: evian roller skating babies, skating babies funny evian commercial, evian babies on skates commercial video,
this Evian video goes to show how much more you can do with old school skates than roller blades