A viral ad that hit Guinness-level scale
Evian’s “Roller-skating Babies” viral ad, created by Euro RSCG, has been recognised by the Guinness Book of Records as the most viewed online ad to date.
Adding up views for various versions of the ad across video sharing websites, the ad has got 45,166,109 views as of 9 November 2009.
How “viral” is engineered when the idea is instantly repeatable
The mechanism is concept compression. “Roller-skating babies” is a one-line idea that travels intact. You do not need explanation, context, or a brand preamble to understand why you should click.
Across global FMCG brands, the difference between “viral” and bought reach is whether people willingly forward the idea as social currency.
Why it lands: novelty, craft, and the urge to pass it on
It works because it is strange enough to be worth sharing and polished enough to reward rewatching. The viewer gets an immediate payoff, then uses the link as a way to say, “you have to see this”.
The business intent: fame that feels earned, not placed
This is not a conversion mechanic. It is a reach and memorability play. The goal is to make the brand part of a piece of entertainment people choose to spread, so the exposure feels voluntary rather than interrupted.
What to steal if you want scale without buying it all
- Build a one-sentence idea. If the concept cannot be repeated accurately in one line, it loses speed.
- Design for sharing friction. The viewer should know what it is and why it is fun within seconds.
- Make it rewatchable. Repeat viewing is a multiplier for social forwarding.
- Measure across versions. If the asset spreads in multiple uploads, track the total footprint, not just one link.
A few fast answers before you act
What is Evian’s “Roller-skating Babies” in one sentence?
A highly shareable online film built on a single, instantly repeatable concept: babies roller-skating, executed with polished craft for rewatch value.
What is the core mechanism behind its scale?
Concept compression. The idea travels intact in a few words, so people can forward it as social currency without needing explanation.
Why does it land so reliably with viewers?
It combines novelty with high production value. The viewer gets an immediate payoff, then uses the link as a quick “you have to see this” recommendation.
What should marketers learn about measuring “viral”?
Track across versions and re-uploads. When a film spreads in multiple places, total footprint matters more than one canonical link.
What is the most transferable takeaway?
Build a one-line idea that is easy to retell, then execute it well enough that people want to rewatch and pass it on.