Luke Cage History: From Hero for Hire to Hollywood
TV, Comic Books
If you were surprised by that promotional campaign by Sony Pictures and the United States Postal Service featuring Stan Lee and Spider-Man, you may want to sit down for this one: Evian stakes out its own Amazing Spider-Man 2 tie-in with a commercial that introduces the world to Spider-Baby, a web-slinging, rope-skipping, dancing infant-sized mirror version of the wall-crawler. The TV spot is either inspired, or completely insane, I can’t decide.
Titled “The Amazing Baby & Me 2,” it’s the latest commercial in Evian’s “Live Young” campaign (aka the baby series).
“Within the ‘Live Young’ campaign premise, we look for things which are spectacular, but in a charming and fun way, and I recognize that in the things Spider-Man does,” Filip Nilsson of BETC Paris, which created the spot, tells Creative Review. “If you look at his personality and his character, and why Spider-Man is the most popular superhero of all, I think it’s because of that. It’s because he does a lot of spectacular, really amazing stuff, but there’s also this sense of humor that goes along with it. That’s why we thought it was such a good fit for Evian. It took some time to get used to, but then it felt almost too good to be true.”