Evian has launched a new ad campaign, developed by BETC Paris, aiming to spark happiness and embody the youthful essence of the brand, in line with its “Live Young” slogan. The commercial is a playful take on the legendary “Fountain of Youth” and features a mountaineer trekking through the French Alps in search of the mythical Mountain of Youth.
As he journeys, the protagonist is secretly observed by local mountain-dwellers, called “Evianers,” who remain hidden from his sight. Disguised as rocks, trees, and even the Abominable Snowman, the Evianers engage in snowball fights and ski races. When a snowball accidentally hits his back, the hero becomes suspicious, but the Evianers quickly camouflage themselves again, allowing his quest to continue.
In the end, the mountaineer spots a bottle of Evian placed on a rock and rushes towards it, while the tagline “A Gift From the Mountain of Youth” appears on the screen. The commercial, set to the track “Joy” by Pharrell Williams, was directed by acclaimed director Henry Scholfield, known for his work with Billie Eilish and Dua Lipa.
