Does the Evian baby and the Spiderman film franchise add up to anything better than an ad?

Evian’s ‘Baby’ campaign by BETC Paris has been a huge on all scores and now Evian seems to have hooked up with the producers of Marvel Comics movies (Disney I think) to produce a new campaign featuring a baby Spiderman.

This, I suppose, is ‘content’ writ large.

And it’s all very well done, as you’d expect from BETC Paris, but wouldn’t an ad extolling the benefits of drinking Evian have worked better?