Evian "Roller Babies": The Most-Watched Online Ad of Its Time, and the Question of Whether It Sold Water

A group of babies in nappies roller-skate through a park. They spin, jump, backflip and breakdance while the Sugarhill Gang’s “Rapper’s Delight” plays. At the end, a message appears: “Let’s observe the effects of Evian on your body. Live young.”

The ad, called “Roller Babies,” was released in 2009. Within months, it was one of the most-watched ads ever posted online.

The Context

Evian, owned by the French food company Danone, was one of the world’s best-known bottled water brands. Its water came from the French Alps, and the brand had long been associated with purity, health and youth.

Evian had used babies in its advertising for years, including images of babies in water, to suggest purity and natural goodness. But by the late 2000s, the brand felt old-fashioned to some consumers. It needed to appeal to younger people and stand out in a crowded market.

At the same time, online video was growing rapidly. YouTube had launched in 2005, and brands were beginning to experiment with ads designed to be shared online.

Evian’s agency, BETC Euro RSCG in Paris, developed a new platform, “Live Young,” built on the idea that drinking Evian helps you feel young.

The Campaign

“Roller Babies” was the first execution of “Live Young.” The result was surreal and funny: babies performing tricks that no baby could do.

The ad was released online first, then shown on TV in several countries. It spread rapidly through social media, email and blogs. People shared it because it made them laugh.

Guinness World Records named “Roller Babies” the most-viewed online advertisement at the time, with tens of millions of views.

Evian built on the success with further baby-themed ads. In 2013, “Baby & Me” showed adults dancing with baby versions of themselves reflected in shop windows. It also went viral, gaining tens of millions of views.

The production combined live-action skaters with computer-generated baby heads and bodies. Skilled roller skaters performed the stunts in a park, and visual effects artists replaced them with babies. The result was deliberately exaggerated, with babies performing moves that no real child could do. The CGI was advanced for its time and helped the video feel like a spectacle.

The music was also carefully chosen. The track was a remix of “Rapper’s Delight,” the 1979 hip-hop classic by the Sugarhill Gang. It gave the ad a playful, retro feel and appealed to adults who remembered the song. The combination of old-school hip-hop and roller-skating babies was absurd enough to be memorable.

Why It Worked

It was surprising. Nobody expected to see babies breakdancing on roller skates. The surprise made people watch to the end and share it.

It was joyful. The ad was fun and uplifting, with no complicated message. People shared it because it made them feel good.

The music helped. “Rapper’s Delight” was a familiar, upbeat track that gave the ad energy and nostalgia.

It connected to the brand’s history. Babies had been part of Evian’s advertising for years. The new ad gave that familiar image a fresh, playful twist.

It launched a platform. “Live Young” gave Evian a clear idea to build on, and the brand used it in many campaigns over the following years.

The Results

“Roller Babies” achieved record-breaking reach and became a well-known example of viral advertising. It won awards and was widely discussed in the industry.

It also became a case study in the difference between views and sales. Trade press reports at the time suggested that Evian’s sales did not rise in line with the ad’s popularity, and some commentators used it as an example of viral success that did not translate into commercial results. Others argued that the campaign strengthened the brand and that sales were affected by wider factors, such as the recession and concerns about bottled water’s environmental impact.

Evian continued to use the “Live Young” platform for many years, which suggests the company saw long-term brand value in it.

The debate around “Roller Babies” became a common reference in discussions about viral marketing. As brands rushed to create shareable online video in the late 2000s and early 2010s, many learned that views and shares are only part of the story. A video can be entertaining without giving viewers a reason to buy. Evian’s case was often cited as a reminder to link creative ideas to clear business goals.

At the same time, Evian’s continued use of “Live Young” suggests that the company valued the campaign’s brand-building effects. Brand advertising often works over the long term, making a brand more memorable and appealing, even if short-term sales do not change immediately.

The Lesson for Today’s Marketers

Views are not the same as sales. A campaign can reach millions of people without changing their buying behaviour. Marketers should decide in advance what success looks like and measure it.

Joy is shareable. People love to share things that make them smile, and brands can benefit from that.

And a strong platform matters more than a single hit. “Live Young” gave Evian a lasting idea, even if the first ad’s commercial impact was debated.