Euro RSCG produces Evian TV ad

A dubbed version of Queen's famous We Will Rock You, using the voices of young children in place of the vocals of Freddie Mercury, features in Euro RSCG Wnek Gosper's latest TV campaign for Evian.

The £4 million marketing push, which will run until 14 September, is the latest tranche of advertising in the mineral water brand's "live young" campaign. It will aim to continue promoting Evian as a product providing youthful benefits to body and spirit.

The 30-second spot uses a vignette of adults involved in everyday activities such as jogging, photocopying and rowing, singing parts of the Queen song with adult voices replaced by those of infants.

The commercial finishes with the strapline: "Evian helps you feel young at heart." A ten-second cut-down of the ad will also run.

Starcom Motive handled media planning, with buying by Carat. The campaign will appear during primetime programming on ITV, Channel 4 and satellite channels including Sky.

"Evian is a brand that has always enjoyed a strong following with opinion leaders and the young at heart," David Graham, the UK marketing director at Evian's parent company, Danone Waters, said. "We are confident the new campaign will reinforce the brand's appeal and help Evian strengthen its position in the water market."

The commercial was written by Luc Rouzier and art directed by Eric Astorgue.

It was directed by Pedro Romhanyi through Bandit Productions.

Danone also owns the Volvic mineral water brand. WCRS handles the Volvic creative account in the UK.