India's Most Watched Advert Has a CGI Baby Promoting MTS
Published on: 13th Jun 2014
Note -- this news article is more than a year old.
MTS India is submitting a hugely popular advert for an award at the Cannes festival next month, even though to western eyes it seems rather uncomfortable to watch.
The advert, created by Creativeland Asia and directed by Guy Shelmerdine features a mother giving birth to a CGI generated baby that then starts messing around with tablets and mobile phones in the hospital as if born to them.
The whole thing is done to "I'm Coming Out" by Diana Ross and at nearly 25 million views on YouTube is said to be the most watched online video in India.
The newly born child looks up medical advise online, cuts his own umbilical cord, puts on his own shirt, grabs the doctor's smartphone, takes a selfie and Google Maps his way out of there.
Some commentators note that it makes use of the CGI baby, a concept that dates all the way back to the original "dancing baby" of early internet fame, but has been upgraded to the point that it seems less cute than ever so slightly unsettling.