How precocious are digital natives today? They take charge of things literally from birth, according to this somewhat terrifying spot from MTS Telecom, which the company claims is now the most-viewed ad ever to come out of India.
The spot—created by Creativeland Asia, directed by Guy Shelmerdine from Smuggler Films and set to "I'm Coming Out" by Diana Ross—has 23.4 million views on YouTube (surpassing the previous Indian record holder, Lifebuoy's "Help a Child Reach 5" PSA, with 19 million). And its pint-size star fits snugly into a long line of famous unusually dexterous infants, from Evian's CGI babies all the way back to the original Internet dancing baby. Rather than just cavort about on roller skates, though, he spends his brief first moments of life Googling, stealing and taking selfies. And MTS quite clearly loves that about him.
A rep tells us the company launched the ad in an innovative way—by seeding the spot as a BitTorent file and letting the country's digital natives find it on their own. And indeed, it got plenty of buzz before it was launched on the brand's official social channels.
MTS Telecom has entered it in next week's Cannes festival and hopes to bring home a Lion. We'll leave it up to you to determine whether it deserves one.
Client: MTS Telecom
Agency: Creativeland Asia
Production House: Smuggler London
Creative Chairman: Sajan Raj Kurup
Executive Creative Director: Anu Joseph
Script: Sajan Raj Kurup
Director: Guy Shermeldine
Producer: Chris Barret
Director of Photography: Alex Baber
Visual Effects: Glassworks
Visual Effects Lead: Abi Klimaszewska
Editor: Andy McGraw, Stitch
Music Director: Mikey McCleary