Creativeland Asia and MTS 3GPlus give birth to a baby who immediately exploits the internet

MTS underlines the data superiority of its 3GPlus network in India with an endearing and quirky campaign which features a new born baby who is familiar with technology and is exploiting the internet straight from birth, and quite literally so.

The campaign “Born for the Internet”, created by Creativeland Asia, is a reference to both the MTS network, which was created to deliver a great data experience, and to the MTS customer – today’s digital natives for whom the internet is a way of life.

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The TVC opens in a labour room, where a woman is being coaxed by the doctor to ‘push’, as the father and the nurses watch anxiously. Suddenly, the baby’s hand pops out from under the cover and gestures everybody to stop.

The baby crawls from under the sheet and sits on the mother’s chest. From here on in the baby does a series of activities that leaves people in the room shocked. He searches for ‘how to cut the umbilical cord’ and then cuts it, takes a selfie with the nurse on a mobile phone and posts it to Instagram, creates accounts on multiple social networking sites and broadcasts himself, makes a video and even uses the GPS system to navigate out of the hospital.

Finally the baby walks out of the clinic, even as you see the receptionist is already watching a video of the baby on Youtube. As the baby walks out, supers appear on screen saying, “Born for the internet. MTS 3GPlus Network.”

Creativeland Asia brought the narrative to life by combining cutting-edge graphics technology with exceptional visual storytelling. Creating a human from scratch in CGI is one of the hardest challenges still posed by post-production; and creating a baby with such detailed characterful qualities and emotions was a whole new challenge on top of that.

Amitesh Rao, Director, Brand & Media, MTS India, said, “We needed a campaign to reinforce our strongest differentiator – the fact that we have designed and optimized the MTS 3GPlus network specifically for data. At the same time we needed to be true to the MTS brand that talks to today’s 24×7, always-on, data hungry consumer for whom the internet is the biggest opportunity platform there is. The challenge of course was to do all of this in an engaging and entertaining manner, which is what the story of a new-born baby going online to announce himself to the world does perfectly.”

Speaking about the TVC, Sajan RaJ Kurup, Founder and Creative Chairman, Creativeland Asia, said, “The script for the film began with the simple insight that today’s kids seem so comfortable with technology, devices and the internet even as babies. When I see them (including my own daughter) handle tablets, mobiles and laptops, I have always joked that they look like they were born with it. We just pushed that thought a little further. It took six months of painful labor. And the baby is finally out there. “

The TVC was produced by Smuggler Films and directed by Guy Shelmerdine and was shot on location in Prague. Four real babies were cast to provide the body of the baby along with reference for expressions, lighting and skin texture. Glassworks London created the CGI assets, using real expressions from our babies to build up a CGI head that was as realistic in character as it was in texture and appearance.

“When you see a script like this you just have to make it happen, whatever the technical obstacles are. Ideas like this are born to be made”, said Chris Barrett Co-MD of Smuggler London.

Kurup adds, “The film was released in the torrent world even before it has been aired on television. We thought it was apt considering that the MTS 3GPlus network is designed to handle uploads and downloads at breakneck speeds. Something that today’s internet generation is hungry for.”