The Evian babies are back - and this time they're rollerskating.
The mineral water company has produced a new ad featuring babies roller break-dancing to a remix of Rapper's Delight by hip-hop producer Dan the Automator.
It's a bit creepy if you ask me - part Village of the Damned and part dancing baby from Ally McBeal. But it is quite funny.
Not quite sure what it has to do with mineral water though. Jerome Goure, vice president of marketing for Danone Waters of America, explains.
"To Evian, youth is not a matter of age, but a mindset – a youthful mindset that is optimistic, believes that everything is possible, and is curious and eager to discover the world – much like that of a child," he says.
"The babies in this campaign exemplify this attitude and the celebration of adding life to your years."
Right then. Have a look for yourself here:
The advert has been launched virally on YouTube in the US, France, the UK, Germany, Canada and Japan.
It was directed by Michael Gracey, who was part of the team behind Baz Luhrmann's Romeo and Juliet and Moulin Rouge.
A total of 96 babies were filmed for the advert, and Evian has also produced a "Making of" video which you can see here.
The soundtrack is also being released as an MP3 available from all major international digital download sites.
Remi Babinet, the founder of BETC Euro RSCG and global creative director of the Euro RSCG network, says: "The campaign is an enthusiastic modern-day musical production, involving the sharpest contemporary artists like Dan the Automator and Michael Gracey.
"It makes use of a number of platforms: music, film, internet and design and reinforces Evian's position as an influential, contemporary worldwide brand."
The campaign will also include press ads and there will be promotions at the US Open golf and the tennis US Open
It marks the return of Evian's babies after 11 years; they were last seen swimming underwater.
It's all very clever but it doesn't make me want to drink mineral water. What do you think of this latest ad campaign?Suggest a correction