The babies are seen pressing buttons, banging instruments, plucking guitars, dancing, and playing. The end result is a cover of Dexys Midnight Runners’ ‘Come On Eileen’ played by the babies.
The ‘Supergroup’ ad, created by BETC, is the first under Cow & Gate’s new ‘Feed their personalities’ positioning. It hopes to “redefine” the baby food category and its own contribution through both products and services.
It features toddlers who were recruited through the brand’s Facebook page, after the brand invited parents to nominate their children to star in the campaign.