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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.”