Hooked On A Hot Trend | Adweek Hooked On A Hot Trend | Adweek

Hooked On A Hot Trend


Dancing babies are hot.
Just last month, Fox's Ally McBeal TV show turned the Internet's computerized dancing baby--created by Michael Girard to promote his Kinetix Character Studio animation software--from cult sensation to mainstream hit. Now Martin/Williams' new Valentine's Day spot for Target Stores also features a boogying tot, dressed as Cupid. But this one is real.
"The timing is really good," conceded Lyle Wedemeyer, creative director of the Minneapolis agency. "With all the publicity [for the Internet version], it's a nice thing to happen at the same time."
While the Internet's animated toddler gyrates to the distinctive "ooga chucka" chant from Blue Swede's rock classic "Hooked on a Feeling," M/W's real-life Cupid gets down to love songs by Celine Dion.
Featuring the Canadian chanteuse, who's atop the charts with a song from the Titanic soundtrack, wasn't an overt attempt to double up on hot trends, Wedemeyer said.
But, he added, "It doesn't hurt."
--Aaron Baar