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 strategy 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. Plus the babies are very cute!

Website: http://betc.co.uk/

Tom Kelly-Lord