But does it work?

Does it work to use babies in advertisements?

Last week a campaign by Capetonian live electronic act “The Kiffness” to stop Telkom’s “talking babies” advertisements went viral.

The Money Show's Bruce Whitfield interviewed Branding and Advertising Expert Andy Rice about whether or not using babies in advertisements works.

Scroll down for quotes from the audio below.

WC Fields said ‘Never work with animals or children’. The facts, however, tell us that he is in the minority.

Andy Rice (branding and advertising expert )

The Telkom campaign has done extremely well for them.

Andy Rice (branding and advertising expert )

Even the business-to-business market loved Telkom’s ad.

Andy Rice (branding and advertising expert )

Even people who doesn’t love the brand loved the advertising.

Andy Rice (branding and advertising expert )

Baby advertising works if you do it well.

Andy Rice (branding and advertising expert )

It works if it’s optimistic and vaguely relevant.

Andy Rice (branding and advertising expert )

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