For Serious Kids

Clothes for serious kids who want to live free

What if the rough and tumble of kids’ everyday lives was the best quality test of all for their clothes? In its new campaign, Petit Bateau continues to spread the word around the world with the signature “For serious kids.” and in France, “Pour les enfants, les vrais.” with the release of a rip-roaring video set to the high-octane rhythm of Plastic Bertrand’s song “Ça plane pour moi.” The international hit fits right in with the brand’s musical history (Jacques Dutronc’s “Fais pas çi, fais pas ça”, Elli Medeiros’ “Toi mon toit”…). A catchy song that pulses with the energy of youth. Petit Bateau demonstrates in this video the source of its success: the proven quality of its products and its love for free, creative, boisterous childhood. In sum, clothes for “serious kids” who want to live free.

A day in the life of a serious kid

8:00 AM, the alarm rings, and we’re off! We embark on the supercharged day of a little boy and his favorite sailor stripe sweatshirt.

Quality testing through the rough and tumble

Splashes of jam, mud, paint… not to mention scratches and an iron burn… the sweatshirt is put to the test during its owner’s frenzied day. Swinging vine for little Tarzans, hair towel, fruit basket and goalie… the sweatshirt withstands the shock of the boy’s unbridled energy and imagination. The moment it comes out of a well-deserved spa session in the washing machine, it’s ready for another go: suctioned up, stretched out, torn apart and even chewed, the sweatshirt wraps up its crazy day tossed on the back of a chair. The battery is finally out of juice pppppffffwwwwuuuu, at last it can breathe easy, until tomorrow…

A rip-roaring video

The video takes us along on 30 “torture tests”, a technical challenge in 76 frames using five different cameras in sync with the movement of the sweatshirt and of the little boy. We experience both points of view, so much so that we no longer really know who is the true hero, the boy or his sweatshirt!

Follow #seriouskids

Petit Bateau has also produced over 40 complementary content elements for social media: gifs, Boomerangs, cinemagraphs. A treasure trove of silly faces and zany situations to animate conversations on social media with the spirit of #seriouskids.