In Advertising 101, we learn that there are key words that get people's attention: Free, Instantly, Guarantee, Easy, Now, etc. and there are key images that also grab your brain: Puppies and Babies. So it's no surprise that one of the first internet phenomena was the 3D Dancing Baby (1996). Ah, if only a brand could capitalize on that viral voodoo once more.
Well, it's happened. Evian bottled water has taken the 3D dancing baby a step further and slapped some roller skates on the little tyke and invited all of his bouncing friends for a roller-party in Central Park.
So, you may ask, what does a dancing baby have to do with bottled water?
Nothing! Shut up!
No, seriously. What does one have to do with the other? Oh, alright... Evian's new brand promise is "Live Young". Drinking this water will make you feel young and energetic and alive. So much so you'll feel REALLY young, apparently.
Now, while I may be interested in a product that promises to make me feel young, I don't necessarily want to be so young that I lose all voluntary control over my bodily functions. Although that in and of itself might be fun for awhile:
"Dude, you smell funny"
"Huh, wha..? Oh! Yeah, I peed myself. But it's okay. I'm wearing a diaper"
"What? Are you insane?"
"No. I'm 'living young', dude. and drinking Evian water. Get with the program. Dork."
Hmmm.. yes. It sounds like fun. But still, are the dancing babies and Evian water a disconnect? Answer: it doesn't matter. It has 3.5 MILLION hits on YouTube. And when you can get that kind of traffic - you don't have to explain anything.
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