Nils Leonard’s agency, Uncommon, continues to prove that its name is apt. The agency’s first campaign for environmentally-friendly cleaning brand, Ecover’s, fragrance-free line, Ecover Zero, is a perfume with the scent of babies. Why? Because the smell of babies is the best smell in the world. The point? If you use an environmentally friendly laundry liquid with no scent, like Ecover Zero, your baby will smell like a baby.

A recent survey, conducted by Ecover and Red Consultancy, showed that more than three quarters of parents in the UK believe their baby has the best smell in the world. It also revealed that more than half of those parents wanted to bottle the scent and six in ten parents have had someone else ask to sniff their baby.

The satirical TVC, directed by Norwegian comedy directors, Matias and Mathias, parodies fragrance advertising so well it makes you giggle. The fragrance, L’eau de Bébé, is real, made by one of the world’s largest fragrance houses, Givaudan, in accordance with the brief to craft a sustainable scent that evokes the smell of newborns. Its bottle design and manufacturing were handled in-house at Uncommon.

The film is running online and across targeted social in the UK. Supporting this is a social competition offering samples of L’eau de Bébé as a prize.

Nils Leonard, co-founder of Uncommon, stated, “In our game it’s a dream to work on a product and a brand that has a positive and meaningful effect on the world, but often that’s the last way we should advertise it. Akin to the noise of the insurance category people are weary of the ranty and often pious voice of environmental messaging, so we wanted to make something people wouldn’t see coming. With L’eau de Bébé you can save the planet, protect your babies skin and have a laugh at the same time, which is what Ecover is all about.”

Sara Mendez, European head of brand at Ecover, added, “Our research proves that nothing in the world smells as good as natural new born babies, and yet as a nation we’re in the habit of surrounding babies with overly fragranced laundry products that have the potential to irritate delicate skin. That’s why we’re championing babies’ right to smell like babies and have access to clean ingredients with zero added fragrance. Since its creation in 1979, Ecover has campaigned for a ‘cleaner’ world, and our latest launch makes no exception.

Credits

Creative Agency: Uncommon Creative Studio

PR Agency: Red Consultancy

Social Agency: Media Bounty

Media Agency: Good Stuff

Production Company: Object and Animal

Director: Matias & Mathias

Executive Producer: Morgan Clement

Producer: Alex Chamberlain

DOP: Andreas Bjørseth

Stills Photographer: Amanda Jasnowski Pascual @ Object and Animal

Editor: Ruth Hegarty

Post Production: Cheat

Colourist: Tim Smith

Music Composition: Theo Vidgen

Sound design: Ben Leeves