Standard Life's television campaign on RTE and TV3 features an incredible talking baby, who seems able to grasp the finer points of the pension business - much to the astonishment of his parents.

The campaign has been broadcast extensively in Britain but the decision to use it in this market was designed, according to Mr Rory O'Riordan of Standard Life, "to build awareness and brand image" in the Republic.

More than 400 babies were auditioned for the part. The baby "talks" by digitally superimposing an eight year old's mouth on a two year old baby.

There are two commercials in the series and each took one day to shoot. However, more than 370 hours of post production was required for each - about six times more than the norm.

The entire process took six months.