A troupe of rollerskating babies groove to a remix of the Sugarhill Gang's Rapper's Delight in Evian's international ad campaign for this summer.
The 60-second clip, which breaks tomorrow online in a deal with YouTube across six countries including the UK, features a group of babies performing old school rollerskating tricks to show the rejuvenating effects of mineral water.
The campaign, by Paris-based agency BETC Euro RSCG, includes an international TV launch and series of YouTube homepage placements starting tomorrow. It breaks on TV in international markets including France, Canada and Belgium this weekend.
The ad is set to a remix of Rapper's Delight by Dan the Automator, who has produced albums for Gorillaz, DJ Shadow and Kasabian. It was shot at Pinewood Studios, and features 96 babies created using special effects.
"In the majority of countries in recent years our communication has been very fact-based," said Michael Aidan, worldwide director of brand at Evian.
"But consumers expect more from a big brand – emotion, dream. This is what we want to achieve, hence this breakaway and back to roots campaign."
The campaign will also include press ads and there will also be promotions at the US Open golf.It uses the strapline "Live Young", and marks the return of Evian's babies after 11 years; they were last seen performing an underwater ballet.
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A baby laughing
Registering 5,081,441 views in the past week alone, an international advertisement featuring roller-skating babies has become a YouTube sensation. French and US versions of the advert for Evian mineral water have also seen 500,000 and 1.5 million visitor hits respectively.

"It's one of the cutest things I've ever seen," said one YouTube viewer. Reviewer Saul Relative says, "You'll find yourself watching this feel good video commercial again and again."

The babies roller-skate to a remix of The Sugarhill Gang's top 40 hip hop single Rapper's Delight.

Euro RSCG began the web video campaign on Friday, July 3.  The advertisement has been aired on television in France, Belgium, and Canada.  "It's working so well virally that plans for TV in the UK are still under review," said an Evian representative.