Cow & Gate's baby supergroup
Cow & Gate's new TV ad, written by BETC London, features no information about the brand's baby milk or baby food products whatsoever. Instead it depicts a bunch of babies and toddlers exploring a recording studio full of musical instruments…
The campaign seems a brave one considering that the ad doesn't feature a packshot or attempt to explain what Cow & Gate is and does. Instead the ad, with the endline, "feed their personalities" appeals to existing parents that are already familiar with the brand and who will delight in the notion, one supposes, that there's a brand of baby food products designed for gifted babies such as their own bundle of joy.
There is now a well-established, not to mention well-awarded advertising canon in which cute babies achieve the impossible. Despite the fact that its product has no specific relevance to babies whatsoever, Evian has, for example, cleaned up at various awards in recent years with its roller-skating babies.
But Cow & Gate's musical youngsters are considerably more charming than Evian's uncanny CG babies, making this ad much more watchable. And seeing as the brand's business is feeding babies, the approach feels much more relevant. Work that attempts to redefine categories and challenge the accepted norms is always worth applauding. And the babies are damned cute.
Ad agency BETC London
Exec creative director Neil Dawson
Copywriter Clive Pickering
Art director Paul Copeland
Designer Louise Sloper
Agency producer Nikki Cramphorn
Director Jim Field Smith
Production company Little Minx/RSA Films
DoP Rob Kitzmann
Producer Debbie Garvey
Editor Dave Webb
Editing company Final Cut
Post production Unit TV
Sound design Adam Smyth @ Soho Square Studios
CR for the iPad
Read in-depth features and analysis plus exclusive iPad-only content in the Creative Review iPad App. Longer, more in-depth features than we run on the blog, portfolios of great, full-screen images and hi-res video. If the blog is about news, comment and debate, the iPad is about inspiration, viewing and reading. As well as providing exclusive, iPad-only content, the app will also update with new content throughout each month. Try a free sample issue here
CR in Print
In our October print issue we have a major feature on the rise of Riso printing, celebrate the art of signwriting, examine the credentials of 'Goodvertising' and look back at the birth of D&AD. Rebecca Lynch reviews the Book of Books, a survey of 500 years of book design, Jeremy Leslie explains how the daily London 2012 magazine delivered all the news and stories of the Games and Michael Evamy explores website emblemetric.com, offering "data-driven insights into logo design". In addition to the issue this month, subscribers will receive a special 36-page supplement sponsored by Tag celebrating D&AD's 50th with details of all those honoured with Lifetime Achievement awards plus pieces on this year's Black Pencil and President's Award-winners Derek Birdsall and Dan Wieden. And subscribers also receive Monograph which this month features Rian Hughes' photographs of the unique lettering and illustration styles of British fairgrounds
Please note, CR now has a limited presence on the newsstand at WH Smith high street stores (although it can still be found in WH Smith travel branches at train stations and airports). If you cannot find a copy of CR in your town, your WH Smith store or a local independent newsagent can order it for you. You can search for your nearest stockist here. Alternatively, call us on 020 7970 4878 to buy a copy direct from us. Based outside the UK? Simply call +44(0)207 970 4878 to find your nearest stockist. Better yet, subscribe to CR for a year here and save yourself almost 30% on the printed magazine.
Vey nice but I think a lot would be lost in a 30 sec spot - it's the slow build up that makes it.
What's more impressive is the producer who managed to come up with that mix out of baby clamour. Nice Job!
You should credit the music: it's "Come on Eileen", an 80's hit by the Dexys Midnight Runners. I swear: some people dressed like that at some point in the 80's.
It's like The Late Late (Toy) Show (Irish thing) where they let a bunch of kids into a studio full of toys.
At about a minute in I was thinking 'this is brilliant, they've avoided the cliché of editing the noise into a pop hit from their parents' generation'...
i think its great the babies seem to be having a great time love it from joyce
Great advert, I found myself wanting to keep watching to find out if they were or were not going to piece the sounds together to make up the song they use in most of their ads. Clever
Love it. Might need some tweaking for prime time but love the idea.
What a load of old cobblers...to put it mildly.
They're toddlers, not babies, and a bit old for a bottle of synthetic cows milk.
"Feed their personalities", with chemical junk. Well, you've got to start somewhere on the road to ADHD, bad diet and poor health.
The moral stand point and health issues aside, this ad is way way too long, flaccid and down right unimpressive... only pandering to the "Ah-bless'" chanting numpties who still believe that this type of food product has benefits. Yeah, and the cow jumped over the moon, right.
And as for the choice of music...words fail me.
We're a long way from the start of the 20th century, and the social and economic problems facing the world then, when this product came into being. Yet it seems that Cow&Gate still has a market, even in the information saturated world of today. Why?
They simply used no information about the product, because there is no good information to give.
What song is that!!!!! its been bugging me since i first saw the ad :D
THE BEST EVER ADVERT XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
Best AD off 2012 I love it!!!!!!!!!!!!!!!!!!!!!!!! THE SONG IS CALLED COME ON ILENE.......
Fab-u-lous! Clever and innovative. They've made a rubbish 80's hit really cool ...
I have just watched your new advert during the x-factor commercial break. It was a good advert but represented an EXTREMELY biased range of children in the world today. Not saying you have to represent every creed, shade and culture. But to call yourselves 'visual culture' is a joke.
Considering Cow and Gate products are consumed in African and Caribbean countries, I see no representation of BLACK (AFRICAN OR CARIBBEAN PARENTAGE) children. If you think a couple of mixed race looking children represents Black, then you need to understand that it doesn't. Get some dark skinned, afro haired babies in your adverts and that will constitute BLACK (both parentage).
I am increasingly noticing the under representation of dark skinned children in commercials.
As a result of this advert myself and 6 other friends have will no longer be using cow and gate products. I hope other fellow black parents feel the same and boycott you to.
Note: This email probably has grammatical and spelling errors; I am so angry I don't even care.
Please add composer/arranger Lester Barnes (www.lesterbarnes.com) to the creative team, thanks.
Lester Barnes in a genius!
|Leo Burnett launches strategy game using census data (1)|
|D&AD speakers debate the future of creative education (2)|
|Tiny Pencil: the artzine for graphite lovers (5)|
|Strong work from Andrew Lyons (2)|
|The new Flickr: thoughts? (26)|
|The billboard turning thin air into water|
|Step into my cardboard office...|
|Paul Arden: a true maverick|
|Image Duplicator: pop art's comic debt|