It’s Hard to Ignore Dancing Babies

July 10th, 2009

The Wall Street Journal Digits blog reports today on the tremendous success of “Evian’s new advertising campaign, which has taken off on YouTube, thanks to a troupe of infants breakdancing and roller-skating across the screen. The campaign, called ‘Live Young,’ broke last week and has gotten more than 2.8 million views on YouTube in the U.S., and another 2.3 million internationally.” It hasn’t even aired on television yet!

The campaign includes a “Live Young” microsite which features outtakes from the filming of the commercial, “interviews” with the babies and (perhaps pushing a good thing too far) links to some of their Facebook pages.”

The blog entry asks “But are these dancing babies cute, or are they creepy?” Not surprisingly, most of the comments think they’re cute. Cute animals and babies. Always a recipe for advertising success.