'Vodababy' reaches for the stars

The TV commercial, which breaks on April 1, was developed by FCB Johannesburg's creative team of executive creative director Brett Morris and art director Mike Barnwell for the Vodacom's youth brand, 4U, and is certain to charm its target market.

The commercial was initially due to flight earlier this year but its launch was postponed by three months by Vodacom, which realised and respected the sensitivity around the tragic space shuttle disaster. With its ethereal version of the 4U theme song, 'Seize the moment, seize the day', the commercial now appears to pay tribute to the astronauts.

The 'Vodababy' was a star the minute she first appeared on South Africans' television screens nearly 18 months ago as she bungee-jumped with gay abandon off the birthing table in the labour ward.

Starring in her second television commercial for the cellular network's youth brand she continued to steal the hearts of the target audience notching up liking and noting scores that have significantly exceed the norms for the cellular industry.

Known as 'Rock Star', the second commercial shows the baby making her way to the front of a stage in a noisy nightclub filled with partygoers chanting the 4U theme song. Standing tall, she moves to the rhythm for just a few seconds before throwing herself – rock concert-style – into the crowd, which catches her and carries her gently into its centre.

According to Adtrack results from Millward Brown Impact, among the core target market as well as the total developed market, the noting and liking levels of 'Rock Star' are excellent. In addition, the commercial's brand strength scores are well above average.

Said Millward Brown Impact's Charles Foster: "Within the core target market, 'Rock Star' scored an amazing 89% on noting and 8.7 on liking, compared to the respective norms of 37% and 6.6. The scores for the total developed market were 66% on noting and 8.8 on liking, compared to the 32% and 6.6 of the respective norms.

"The research also examined brand strength as up-weighting the Vodacom branding was a key objective briefed in to the strategic and creative team for this commercial. This they achieved admirably as was shown by the ad's above norm levels for brand, sub-brand and product (4U, 4U Vodacom, 4U Per Second) - and minimal mention of incorrect or competitive brand responses."