L'Eau de Bebe by Uncommon

While its range of eco-products come in various nasal delights, Ecover is promoting its fragrance-free Ecover Zero by highlighting the natural delight of baby smell.

Playing on the 'insight' that nothing smells as good as baby's, the eco-warrior brand asks its consumers: "why would you cover it up with harmful products containing chemical fragrances and allergens?"

To push this further, it has created a gender-neutral fragrance called 'L'Eau de Bébé' that smells like a newborn baby and nothing else.

With notes of breast milk, soft skin and sweet baby goodness, the perfume gives its user a whiff of coo.

This is the first campaign it has created with Uncommon since the agency was appointed earlier this year. To support the perfume, the two have created a humous video that encapsulates the essence of the campaign.

The 'L'Eau de Bébé' launch video literally puts a baby on a pedestal. Sat perched atop, he looks as elegant as a supermodel.

Using a hyper-sensual tone typically reserved for perfume ads, the film sees an array of striking models closing their eyes in ecstasy, taking in the delight of baby's scent.