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What if I told you 52% of parents have been told to put away their smartphones during dinner? Or that 42% of parents can't remember the last time they had a meal without a device at the table? Both are interesting, right? But probably not interesting enough to change any behavior.
But this new advertising campaign from Common Sense Media, an organization devoted to helping kids thrive in a world of media and technology, hits parents right where it hurts and does so with the weapon of all comedic weapons, Will Ferrell. Have a look at these:
Dad's the problem. And that's funny.
What makes these #DeviceFreeDinner spots so engaging is the fact they take aim at the dad, not the kids. Had the kids been the problem the ads become boring lectures that kids (and parents) would surely ignore. But making the dad the annoying phone-addict gives the spots an entertaining twist that's hard to turn away from.
Parents are supposed to be the disciplinarian, not the disciplined. That's funny.
Now, add the superpower-talents of Will Ferrell as the dad and, well, forget it. The ads are impossible to turn away from now. I couldn't wait to watch the next one and was disappointed when I'd run through them all.
Kids' reactions normalize family time.
The structure of this campaign also normalizes the concept of kids - kids! - wanting to have a nice family dinner, with no distracting phones.
That's far more powerful than wagging a finger at people with claims about how American parents have lost control of their kids and their dinner table. Compelling facts and figures don't lie, but showing and not telling is far more convincing.
The sadness of the kids in the first spot above because they "miss dad" is funny, but it's also powerful. We think he's dead, but come to find he's on his phone and not participating in the family dinner. They are sad because they want their dad to engage with them during their family dinner.
It's so upside down that it's profound. And might just get a few kids to yearn for a dinner without phones.
Whether it'll get parents to stop is another story.
Nice work, Common Sense Media. Nice work.
