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…

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…

Cow & Gate ‘Supergroup’ from BETCLondon on Vimeo.

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.

Supergroup credits:

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


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  • Mark

    Vey nice but I think a lot would be lost in a 30 sec spot – it’s the slow build up that makes it.

  • Julie

    What’s more impressive is the producer who managed to come up with that mix out of baby clamour. Nice Job!

  • Boris

    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’…

  • joyce moody

    i think its great the babies seem to be having a great time love it from joyce

  • Hannah

    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.

  • jizza

    What song is that!!!!! its been bugging me since i first saw the ad 😀

  • irene susca



    Best AD off 2012 I love it!!!!!!!!!!!!!!!!!!!!!!!! THE SONG IS CALLED COME ON ILENE…….

  • D Rochester

    Fab-u-lous! Clever and innovative. They’ve made a rubbish 80’s hit really cool …

  • Cynthia

    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.

  • Hen Barnes

    Please add composer/arranger Lester Barnes ( to the creative team, thanks.

  • Tristan Fabriani

    Lester Barnes in a genius!