Internet's Dancing Baby Launches Blockbuster's TV Campaign

Born on the Internet and smartly clad in a gold diaper, the "Dancing Baby" is the star of the first television spot in a new advertising campaign launched nationwide by Blockbuster.

The computer-generated baby, popularized as a screen saver on the Internet and featured on FOX's "Ally McBeal" television show, dances energetically to Rick James' classic hit "Give it To Me Baby."

The campaign, created by Young & Rubicam in New York, uses a variety of creative techniques--including computer-generated graphics, animation and live action--to communicate one key message: Blockbuster pledges to have customers "Go Home Happy."

Dallas-based Blockbuster, a unit of Viacom, operates approximately 6,000 video and music neighborhood entertainment stores.