Cow and Gate, the children's food manufacturer, has released its latest advert, 'Dance Dance Baby', on YouTube ahead of its television premiere on Monday 14 October.
The 30-second ad, devised by BETC London and executed by The Mill, shows a group of toddlers dancing to Black Box's ‘Ride On Time’ against a CGI backdrop and invites viewers to 'Feed their personalities'.
Cow and Gate attained the footage by encouraging parents to send videos of their children dancing via a dedicated app on the site's Facebook page.
Bruce Newman, Cow and Gate's marketing manager, said of the project: “The 'Dance Dance Baby' campaign celebrates the bubbly, bright and lovable personalities of the UK’s babies. We feel the advert really captures the big personalities of real-life Cow and Gate little ones and it's a delight to see.
“With over 3,500 entries, it was no small task deciding who should appear. However, we think the stars of ad will get people off the couch and boogying!"
'Dance Dance Baby' is a follow-up to Cow and Gate's popular 2012 advert, 'Supergroup'.