‘Baby Bare Necessities’ entreats people to embrace their inner child by reminding us that the concept of living young boils down to conscious choices which focus on what really matters. This is achieved by kitting out three baby ‘gangs’ modelled as baby voguers, baby tennis players and baby bikers.
This message is communicated in a new commercial crafted by BETC which depicts a group of babies break out of daycare to dance, sing and ride their way through a hip-hop rendition of The Bare Necessities from The Jungle Book.
Directed by Vania & Muggia and featuring a cameo by world number one tennis player Garbiñe Muguruza the track will be made available to stream, accompanied by print, digital and out-of-home and on-pack activations.
Global brand vice-president, Patricia Oliva, 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.”
The ‘Live Young’ ethos extends to the planet itself, with a commitment by Evian to become a circular brand by 2025, communicated through a depiction of a baby recycling a bottle.