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
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