‘They Grow Up Fast’ in BBH’s Latest for Robinsons

By Erik Oster 

A baby grows into a man in just 60-seconds in BBH’s latest ad for British juice brand Robinsons.

At the start of the ad, a mother and father lounge on a blanket in the yard and “Give Me Just A Little More Time” plays as their baby crawls, and then walks, away. Soon, through the magic of CGI, he grows up before their eyes. The next thing they know, he’s an angsty adolescent bashing away at the drums and then finally a grown man ready to start a family of his own. Through all the changes, though, he still reaches for a glass of Robinsons. While the CGI effects can be a little off-putting, or, as Adweek put it “a little creepy in an Evian-like way,” the approach is endearing enough to work past the difficulties, ending with the tagline “Play Thirsty.” The ad launched last weekend on Britain’s Got Talent and is supported by print, digital and OOH efforts.

Credits:

Client name and title: Helen Gorman, Brand Director
BBH Executive Creative Director: Nick Gill
BBH Creative Director: Dominic Goldman
BBH Creative Team: Nikki Lindman & Toby Brewer
BBH Business Lead: Heather Cuss
BBH Team Director: Rebecca Levy/James Rice
BBH Team Manager: Louise Long/ Joanna Rose
BBH Strategy Director: Lilli English
BBH Strategist: Damien Le Castrec

—Film Credits
BBH Producer: Natalie Parish
BBH Assistant Producer: Sarah Cooper
Production Company: Park Pictures
Director: Tom Tagholm
Executive Producer: Stephen Brierley
Producer: Fran Thompson
DoP: Luke Scott
VFX: MPC
VFX Producer: Amy Richardson
VFX Supervisor: Tom Harding
CG Supervisor: Carsten Keller
Grade: MPC
Colourist: Jean-Clément Soret
Editor/Editing House: Stitch

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