Ad features baby cutting it’s own umbilical cord after Google search, goes viral (w/video)

Published: June 17, 2014

VANCOUVER DESI

An Indian telecommunications service ad that features a technologically savvy CGI newborn baby – so savvy it even Googles how to cut its own umbilical cord – is the country’s most viral ad ever, according to media reports.

Ad shows Google friendly newborn

Once delivered – this newborn steals his new dad’s cell phone, Googles how to cut his own umbilical cord before snapping a selfie with his nurse. YouTube

In the ad for MTS India, it begins with a mother giving birth to the CGI baby (now appropriately coined the MTS Internet Baby). Once he’s delivered – to the tune of Diana Ross’ I’m Coming Out – he steals his new dad’s cell phone, Googles how to cut his own umbilical cord before snapping a selfie with his nurse, selecting a snazzy filter and posting it to the web. He then takes off on his merry little way with the help of a smartphone, of course.

The strange and upbeat commercial, which has garnered more than 24 million views on YouTube, is described by AdWeek as so “terrifying” that it will “make you weep for humanity.”

But Sajan Raj Kurup, chairman of Creativeland Asia – the company that created the ad and is hoping it will get an award at the Cannes Lions 2014 Festival this week (like the Oscars for the ad world) – rebutted their review.

In an email to AdWeek, he claims they “missed the cultural import of the spot.”

“I live in a country where millions of babies are born into poverty. Hunger in their life manifests itself in many terrifying ways. From basic amenities, to education, security and healthcare,” Kurup wrote in his email. “Today, India is the fastest growing telecom and Internet market. Beyond the economic benefits, there is huge social upside to it. Internet and telecommunications has perhaps been the greatest social leveler in my country. It has begun to empower even the most socially backward Indian in the remotest corner of the country with information, with access, with knowledge, with education, with true power.”

“It transcends age-groups, caste, religion and social standing. I would like to hope that every baby born in my country is born to the Internet. The Internet that empowers him or her to start life like any other baby in an urban Indian home, European or an American home. For then he would have knowledge available, at the touch of a button. The same button a child in London presses when he needs to know. The same button that empowers a child in Tokyo.”

To read his full email visit: www.adweek.com

The Cannes Lions 2014 Festival runs from Sunday to Saturday in Cannes, France.

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