A new advert for French mineral water Evian is on TV in the UK, and its giving an innovative French electro/rap artist a far wider audience than they would normally get the chance to be heard by.
The advert is itself a clever piece, continuing the brand's 'baby' concept and 'live young' slogan from their earlier adverts, including their memorable previous "Roller Babies" campaign.
The music is by French American artist Uffie, a cover version of the 1981 Tom Tom Club song Wordy Rappinghood, a top ten single in the UK.
Uffie has been based in France since she was 15, having previously lived in Hong Kong and Florida, She studied fashion in Paris, and signed to Ed Banger records in 2006 after her vocals were used by her then-boyfriend DJ Fiedz for his track Uffie and Me.
Her subsequent releases included the critically acclaimed debut proper Pop the Glock, and there were collaborations with Justice and Mr Oizo and a couple of EPs before releasing her debut album Sex Dreams and Denim Jeans on Ed Banger Records in 2010.
The album would go on to spend 12 weeks in the French album chart and it was nominated for the best electronic albun in France'e Victoires de la Musique.
Wordy Rappinghood was produced by her Ed Banger records labelmate DJ Mehdi, and released as a single last month.
More on the Evian baby inside campaign here >
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