Evian Babies show us how to do the “Bare Necessities” of life

Evian replaced its “Babies” campaign in the US last year with a more millennial-friendly approach, where “Live Young” became “I Wanna #LiveYoung.” The ads talked about electrolites and starred Gen Z celebs, but they just weren’t as cute as the babies who broke the internet.

Happily, Europe still gets the dancing babies, and this time they are strutting their stuff to a hip hop version of “Bare Necessities” from “The Jungle Book.”

Bottled water has moved on since the Evian Babies first came on the scene – plastic bottles are now an environmental crime, and refillable water bottles are a fashion statement. There’s a nod to this in BETC’s new ad, where one baby is seen recycling a bottle. Evian has committed to becoming a “circular brand” by 2025.

Patricia Oliva, Evian’s global brand vice-president, said: “We wanted to give the babies a voice. Because today living young is living with a sense of purpose, speaking up, advocating for a life that’s conscious and optimistic.”

MAA creative scale: 7. Baloo has to be a good role model at any age.

Although nothing beats the original.

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About Emma Hall

Emma Hall is a journalist and editorial consultant and is the former Europe Editor of Ad Age, where she covered European marketing advertising, digital and media stories. She has written for newspapers including the Financial Times, The Guardian, The Times and the Telegraph, and was previously a section editor at Campaign. Emma started her career in New York as a researcher for a biography of Keith Richards.