The family television is sad. As a silent witness to decades of family life, the TV has watched the living room evolve from a place filled with imagination, movement, and togetherness into one where each family member gradually retreats into their own personal screen. But the television is not sad forever. Nex Playground is transforming the living room back into a shared gathering place where families can connect.

The film was created by US indie agency, Zambezi, its first work for Nex after becoming the motion play brand’s creative AOR last year alongside media strategy by Scale by Zambezi. It leads the campaign Bring Back Family Time.

“The living room used to be the ultimate stage for imagination and shared moments. From epic pillow battles and make-believe sword fights to laughter-filled family gatherings, every day was alive with energy and connection,” stated Gavin Lester, chief creative officer at Zambezi. “Our goal is to show what happens when that space turns into a silent, blue-light slumber of individual scrolling, and how active play with Nex brings that life back. It’s an idea that hits close to home for any parent who’s watched their own living room grow quiet and invites Nex as the solution.”

The full campaign covers television, streaming, digital, social, and out-of-home media, introducing Nex nationally in the US while encouraging families to rethink the role technology can play in everyday life – reminding that technology can bring families together and help everyone to be more active and connected.

Bringing the personified television to life as the silent witness, heartbeat and centerpiece of the family living room is acclaimed actor Richard Kind, whose unmistakable voice lends warmth, humour and heart to the campaign. Known for his colourful and emotive performances – including his role as Bing Bong in Pixar’s Inside Out – Kind gives the film’s narrator a sense of nostalgia  and quirky charm as it reflects on decades of family life.

“This campaign is much bigger than just introducing people to Nex Playground,” said David Lee, CEO and co-founder of Nex. “In a world where screens are increasingly designed to capture our individual attention, we’re proving that screens can do something different. We believe the best technology strengthens human connection, encourages movement, and creates moments families can share together. That’s exactly what we’re building, and what ‘Bring Back Family Time‘ is inviting people to rethink.”

The campaign follows a significant growth period for Nex Playground, including a historic 2025 holiday season in which it outsold Xbox, surpassing one million units sold, launching in the United Kingdom, and announced plans to expand into Germany later this year, with France, Japan and South Korea to follow in 2027.

Credits
Client: NEX Playground
Co-Founder and CEO: David Lee
VP of Marketing: Paul Dixon
Marketing Director: Alan Ho
VP of Design: Jorge Fino
Senior Art Director: Brad Davis
VP Publishing & eCommerce: Stephen Saiz
Director of Growth: Solina Bong

Advertising Agency: Zambezi
CEO: Jean Freeman
Founder: Chris Raih
President: Laura Stayt
Chief Creative Officer: Gavin Lester
Associate Creative Directors: Alexa Thomas & Alayna Zideck
Executive Producer: Jeri Low
Senior Producer: Faye Armstrong
Account Director: Rachel Lynn
Head of Strategy: Matt Babazadeh
Strategy Director: Marisa Perazzelli
Associate Strategist: George Nowak
Associate Director, Project Manager: Lauren Northcott

Production Company: Anonymous Content
Director: Frédéric Planchon
Managing Director & EP: Eric Stern
VP Commercials: SueEllen Clair
Executive Producer: Omar Bustos
Director of Production: Ena Nicole Abadijan
Producer: Dulcie Kellett
Production Supervisor: Christabelle Stone
Director of Photography: Stéphane Fontaine
1st AD: Jakub Eliášek
Production Designer: Lucie Amosse

Photographer: Chris McPhersen
Editing: Final Cut
VFX: Blacksmith
Colour: TRAFIK
Sound: Lime
Music: Mophonics