People used to talk to one another at mealtimes. Parents found out (to some extent) what their children were up to, were joyously anticipating or worrying about. Children learned how to have meaningful dialogues with adults. Friends shared ideas, emotions, hopes and news.
Mealtimes were noisy times. Now they’re pretty much silent – unless someone turns the sound on to watch a YouTube video. 42% of parents said they can’t remember the last time their family had a device-free meal, in a survey by Comcast, whose Xfinity is supporting Goodby Silverstein & Partners’ campaign for Common Sense Media, urging people to create time to disconnect.
The campaign enlists the comedic talent of Will Farrell, and a bit of hyperbole, to present the modern family dinner in which the rest of the family watch dad (Ferrell) engrossed in his mobile phone.
“It’s no fun to show someone disciplining a kid, but disciplining a parent who happens to be played by a famous comedian? [That’s] Major fun,” stated Jeff Goodby, founder and chairman of GS&P.
Its aim is to encourage parents to take part in Common Sense Media’s #DeviceFreeDinner initiative, which encourages families to put down their phones and tablets during mealtime so they can spend that time talking to each other instead.
James P. Steyer, founder and chief executive of Common Sense Media , explained, “In today’s tech-driven world, where things are moving so quickly, it is really important to step back and take a hard look at what technology kids are using and how they are using it. Over the last six years, we have seen massive growth in media use and tablet ownership, and we haven’t even begun to experience the explosion of new technologies like virtual reality and voice-activated assistants in our homes. If we want to ensure our kids develop well and are successful in life, we have to make sure they get the most out of tech while protecting them from potential risks. And that means paying close attention to the role media is playing in their lives.”
Comcast’s interest is due to its Pause Device home wi-fi control feature, which works like this (the ad below was also made by Goodby Silverstein & Partners):
Credits
Agency: Goodby Silverstein & Partners
Co-Chairmen: Jeff Goodby & Rich Silverstein
Executive Creative Director: Margaret Johnson
Art Director: Hanna Wittmark
Copywriter: Kate Baynham
Account Director: Melissa Buck
Director of Production: Tod Puckett
Producer: Olivia Baker
Director of Business Affairs: Judy Ybarra
Production Company: Biscuit Filmworks
Director: Clay Weiner
Partner & Managing Director: Shawn Lacy
Executive Producer: Holly Vega
Producer: Lisa Stockdale
Heads of Production: Mercedes Allen-Sarria & Rachel Glaub
Director Of Photography: Doug Chamberlain
Production Designer: Jeff Higinbotham
Editing: Sean LaGrange @ Arcade Edit
Online/VFX: Timber
Colour: Gregory Reese
Sound Design & Mix: Lime Studios
Music: Butter
Client: Common Sense Media
CEO & Founder: Jim Steyer
VP Marketing & GM: Ellen Pack
Senior Director, Brand Marketing: Diane Jones Lowrey
