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Baby care advertising cliches meet a fire alarm in film for Sebamed

Scarecrow M&C Saatchi has created an ‘Fire Alarm’ a film and interactive video for German skincare brand Sebamed. Through the course of the film, scenes of a mother massaging an infant, that are the category standard for baby care ads are rudely interrupted by a fire alarm.

In the interactive version of the film, users can scroll around the room, with 30 seconds to pick three of the most important things before evacuating home. If Baby Sebamed is not among the choices, users get a message that says: “Oops! You have picked the right things but forgot something important.”

Scarecrow M&C Saatchi’s founder director Manish Bhatt said: “Making this 360 interactive video turned out to be an inspiring experience for the entire team.”

USV consumer products division’s senior vice president and business head Shashi Ranjan said: “We strive to provide an assurance to every mother that Sebamed range of products are made of highest quality ingredients and are clinically proven to be the best for babies, right from day one.

A key part of this process is the strengthening of our brand positioning together with the creative. Scarecrow M&C Saatchi had an intuitive understanding of what we’re trying to achieve and was able to perfectly marry the creative inputs with our thought process.”

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