India's Most Viral Ad Ever– MTS 3G Plus
MTS released a new TVC few months ago to market the “Data Superiority of its 3G PLUS” network in India with a fun storyline – the baby is born in the Internet age and is already familiar with all that the net can do – and with all devices.
“The campaign sign off – “Born for the Internet” – is a reference to both the MTS network, which was created to deliver a great data experience, and to the MTS customer – today’s digital natives for whom the internet is a way of life,” says a press release . The campaign is conceptualized 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.
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