Ecover bottles the smell of a baby in parody perfume ad

Is there anything better than the smell of a newborn baby? Apparently, one sniff activates the same reward centres in our brains that drugs do. No wonder that six in ten parents have had someone else ask to smell their offspring...

It's this insight which has inspired Uncommon's first campaign for eco-cleaning brand Ecover. To promote the brand's scentless hypoallergenic range, Ecover Zero - pitched at new parents - the agency has designed and produced L’eau de Bébé, a gender-neutral fragrance with 'notes of breast milk, soft skin and sweet baby goodness' that comes in a life-sized, baby-shaped bottle. 

The fragrance takes centre stage in a brilliantly satirical spot, shot by directing duo Matias and Mathias through Object and Animal, which neatly skewers all the perfume ad cliches - think silken fabric blowing in the breeze and ecstatic models cradling the product and speaking in hushed, reverential tones. At the end, a clever twist reveals the Ecover tie-in: free from artificial scents and chemical nasties, the Ecover Zero range lets you enjoy the pure, simple and unadulterated scent of babies.

Stay tuned for a Q&A with the creative team and directors.