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"These ads for Sofia Bank use babies posing as intelligent and experienced adults to showcase that the emerging bank offers credibility even though it is new. The copy &amp;acirc;&amp;euro;&amp;oelig;Experienced, although newborn&amp;acirc;&amp;euro;&#157; is used with babies posing as a spiritual guru and a seemingly brilliant businessman.  The ads were photographed by Paul Ruigrok for ad agency KING Helsinki, Finland. Art Director: Anne Rusanen, Copywriter: Mikko Eskelinen, Planner: Tobias Wacker, Account Director: Daniel Tuori, Graphic Designer: Teemu Kurko. &amp;lt;b&amp;gt;Implications&amp;lt;/b&amp;gt; - The use of babies in advertisements has a similar effect as that of ads that use animals. The cute factor of a campaign, depending on what is advertised, can be the determining factor of whether or not an ad is memorable."^^<http://www.w3.org/2001/XMLSchema#string>
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