Babies playing instruments. For a baby nutrition advert, why not? What's not to like? Well, when we say 'playing them', what we actually mean is....banging them, and probably causing some serious, irreparable damage to them too.
Now, we all know how cute babies doing adult activities is a tried-and-tested way of making ads attract a lot of shares online. None more so than BETC Euro RSCG, the ad agency behind the record-breaking Evian Roller Babies commercial. So it is no surprise that they are back on familiar ground with this latest offering for Cow & Gate.
This time the kiddies are real, however, although their music-making definitely is not. I know this because the song they are playing, Come On Eileen, by Dexy's Midnight Runners, is definitely before their time.
The baby nutrition ad is part of Cow & Gate's 'Feed Their Personalities' campaign. Apart from being slightly unrelated to their products (no baby food featured at all), it also, bravely, does not mention anything about what Cow & Gate actually is. They are obviously targeting their loyal customer base, who are already familiar with their offering.
Released two days ago, the clip looks set for success, having already achieved over 4,500 shares and over 17,000 views online.
Although playing on the 'cute' factor, this advert is refreshing compared to the norm in the industry, where ads often feature flawless housewives feeding giggling babies with food all over their chubby faces. And, you know what? These toddlers could definitely give One Direction a run for their money. They're about the same age too.