This advert makes the product look cool, this is because seeing babies advertise the product while roller skating is something that doesn't happen on every advert. As a product it is important that it can be related to the advert, while watching this advert it shows how refreshing the drink is. Also along with what it is advertising this advert also feels good when watching it you can't help but smile. Evian has been going since 1829 therefore the brand familiarity was very important, people will buy from this name because the water is well known, trusted and people respect the brand. As it is advertising Evian which is a natural mineral water it has a lot of positive associations, the first one is that by drinking this it will lead to a healthy lifestyle and it's also good for you therefore what they are advertising has nothing bad in it for the audience watching and customers buying. The brand colours for Evian are pink and blue, these colours are also mixed in with this advert, the blue is on the colour of their roller skates and the pink is very subtly mixed into the background. The reason Evian do this is so that the audience knows what the product is selling because of the colours behind it.
The colours are highlighted in this screenshot as the pink in the
background and the blue on the roller skates are shown.
As this advert is very feel good it makes the audience get up, join in and dance this is because it makes people feel happy and lively. Also by this advert showing children is makes them feel young, also if younger children watch it they will see it and want to be active like these children which makes them get up and do something which is good for their body. This advert definitely has the humour factor to it as it's funny but it's funny because it's unusual not something that is seen all the time therefore this makes it more funny and just enjoyable to watch. This also has the shock factor although it isn't always for a bad reason as in this advert it is definitely good to have something shocking on TV now and again. In this advert the children represent the entire audience instead of just children because this advert appeals to all. People watching this always find watching children funny because they are such happy human beings who don't have a care in the world.
This advert is trying to say that if you drink the Evian water then you are going to stay young. This advert will help keep you young and refreshed. This is an example of viral advertising as Evian is known for there sequel of viral advertising as all of their adverts link together in a series that all involve children. The entire Evian advertising campaign is to get people to watch this advert, take note of the advert and get people talking about it. By talking on social networking sites 'Did you see how cute those babies were on the Evian advert?' This will make other people watch it because as soon as they hear children and funny people are automatically going to watch. It draws in with the overall campaign because all of them involve the same age group of children doing similar things in previous adverts they have been seen to be singing and dancing however in this advert they are seen to be roller skating. The online presence of this advert was very important because it had over 50 million views however it did have a lost market share of 25%. However this isn't necessary down to the advert but the company, this could be because there is a lot less people buying bottled water when they can get it from the tap for free.
The Evian tagline 'Live Young'
The agency behind this advert was BETC Euro RSCG, they are a French advertising agency founded by Rémi Babinet and Eric Tong Cuong. BETC added special effects along with cute expressions from the babies which captured the audience. BETC have been working with Evian since 1994. Rémi Babinet has been the creative director in the 'Waterbabies' campaign in 1998 and the 'Roller Babies' in 2009. His success for it came after the Roller Babies advert after it became the most successful viral ad of all time. Michael Aidan has said that “In the majority of countries in recent years our communication has been very fact-based," However the reason for the recent change was because consumers expect more from a big brand – emotion, dream. This is what we want to achieve, hence this breakaway and back to roots campaign." Therefore keeping with the theme of babies but updating it was very important.
This advert is incredibly funny and heart warming all of Evian adverts are made to capture the 'Live Young' tagline, they are able to do this buy using babies to promote the advert. As Evian has a well known audience all they need to do is make sure that they keep to the running theme.
The question I ask, will anyone ever being able to compete with Evian and the dancing babies?
http://en.wikipedia.org/wiki/BETC#Evian -26th January 2014
http://www.businessinsider.com/evians-babies-the-most-successful-viral-ad-campaign-of-all-time-roll-again-2013-4 -26th January 2014
http://www.mirror.co.uk/news/uk-news/hilarious-new-roller-babies-advert-404142#.UuVVmBDFLIU -26th January 2014
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