The Real Genius of the New Evian Spot

You’ve probably seen this Evian commercial referenced about a 100 times this week. (And there are a dozen more links waiting in your e-mail box.)

But while everyone is debating whether the roller-skating babies are creepy or cute, or cooing about the ad’s fabulous production values, I think the real genius of the ad is the positioning: Live Young.

In just two words, Evian positions itself with a simple, memorable and compelling story. The commercial brings that positioning to life brilliantly—in a single viewing.

Of course, it’s just water. And any company could say the same thing. But Evian owns “Live Young” now. And there’s nothing naive about that.