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Spider-Man Meets His Baby Me In Latest Evian Video

Evian's latest baby-themed video in its ongoing "Live Young" campaign ups the viral ante by featuring Spider-Man and his own baby version – in time to promote Sony Pictures' upcoming release of "The Amazing Spider-Man 2."

The 1:19 video is a sequel to 2013's "Baby & Me," in which ordinary folks danced with baby images of themselves viewed in a mirror on a city street. 

Spidey is initially taken aback by encountering his baby version, but the two are soon spinning webs, jump-roping and dancing together.

"Baby & Me 2" employs the same, danceable theme song as its predecessor: a remix of "Here Comes the Hotstepper" by Yuksek. 

Evian primed the social pump for this current entry in the now much-anticipated series of video ads, from BETC Paris, by posting a 23-second trailer for it on YouTube on March 24, and promoting that via social media and media outreach. 

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After about 48 hours on YouTube, views for the full video were at 875,000 and counting as of this posting. 

Sony approached Evian with the idea of a promotional partnership, because they thought Evian's "Live Young" campaign "had the perfect tonality" for the new Spider-Man movie, BETC Paris executive creative director Filip Nilsson told Creative Review.

Nilsson also acknowledged the pressure involved in trying to one-up the viral success of each prior video in the series, which started with "Roller Babies" in July 2009.  "I think in a way always when you've been working on something great, success becomes a little bit your enemy," he said. "Every time you strive to do better than before, you want to have more attention, get more views on the Internet."

The first "Baby & Me" has drawn roughly 140 million views, when all platforms are counted, since its debut in mid-April last year (including 75 million-plus on YouTube). "Roller Babies" is currently showing 74 million YouTube views for its international version, and 19.4 million and 6.6 million, respectively, for its U.S. and French versions.

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