Maria Sharapova did something all too normal: she became the face of a water company. Evian has sponsored the tennis star to promote their new Live Young campaign.
The ads are promoted by animated babies in only roller skates and diapers. In their promotional video, the babies are seen roller skating around New York City, performing various tricks and dance moves. It is far too similar to the Ally McBeal dancing baby to be called original and far too terrifying to be called cool. Their website features confusing puzzles involving, yup, you guessed it – babies and bottled water. Similar to SAT or IQ questions, the puzzles ask you to complete various tasks, which really don’t make much sense. The microsite also features an interactive section with the babies, and a segment on the health benefits of water, neither of which I really learned anything from. Serving to capture the “awww” quotient of internet-goers, the videos/website score huge points with anyone who likes a baby. But in reality, the campaign is rather misdirected and costly. Still, a viral video is a viral video and I believe that’s what they were going for.
fits in with the print campaign, which features her posing in a shirt printed with a head-less baby in a diaper. It is meant to symbolize Sharapova
, with her head where the baby’s should be, as a younger person. How young? Well, about 2 years old, or 24 months. If French water is really drawn from the Fountain of Youth, I hope that I don’t reform into some Benjamin Button
-esque infant. Where’s the fun in that?
I’m really thirsty now, but I think I’ll opt for some tap water, thank you very much.