Evian, an industrial purified water distributor, recently caught a lot of attention for their “Roller- babies advertisements.”
One advertisement features a group of babies roller skating around a park. The faces of real babies are taken and placed on what seems to be computer generated bodies. Through these special effects, the babies are animated as they do tricks and dances around the park. The opening frame on the commercial reads “Let’s observe the effect of Evian on your body.” From there a few babies enter the screen and begin break dancing. More and more babies enter the screen as they continue to perform a choreographed dance. All the babies are wearing white onesies and roller skates. The commercial is about a minute long and during this short time frame you see the babies doing very “adult-like” things. The group of babies is very diverse as well. There are Caucasian, African-American, Asian, and other ethnicities represented in this commercial. They are all intermingling and clearly having a good time. They are laughing, playing and dancing, when about half way through the commercial the music pauses and a pink frame appears. The sound of dripping water can be heard while the frame reads “Naturally pure and mineral-balanced water supports your body’s youth.” The babies then come back on screen and beginning dancing again. They skate around bottles of Evian water and about ten seconds later, the commercial cuts to a verbal frame again. This time the frame is white, and reads “Evian. Live young.” This frame explicitly state the implicit message of the entire advertisement— drink Evian water, maintain your youth. This whimsical commercial is appealing not only because there are so many adorable babies in it, but because “staying young” is massively important in today’s culture.
http://www.youtube.com/watch?v=XQcVllWpwGs
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