Common Sense Media: Common Sense Media

Credits & Description:

Brand COMMON SENSE MEDIA
Entrant GOODBY SILVERSTEIN & PARTNERS SAN FRANCISCO
GOODBY SILVERSTEIN & PARTNERS San Francisco, USA Entrant Company
GOODBY SILVERSTEIN & PARTNERS San Francisco, USA Idea Creation
BISCUIT FILMWORKS Los Angeles, USA Production
ARCADE EDIT Santa Monica, USA Production
TIMBER Santa Monica, USA Production
LIME STUDIOS Santa Monica, USA Production
BUTTER MUSIC & SOUND Los Angeles, USA Production
Jim Steyer Common Sense Media CEO & Founder
Ellen Pack Common Sense Media VP Marketing & GM
Diane Jones Lowrey Common Sense Media Senior Director, Brand Marketing
Jeff Goodby Goodby Silverstein & Partners Co-Chairman
Rich Silverstein Goodby Silverstein & Partners Co-Chairman
Margaret Johnson Goodby Silverstein & Partners Chief Creative Officer
Hanna Wittmark Goodby Silverstein & Partners Associate Creative Director
Kate Baynham Goodby Silverstein & Partners Associate Creative Director
Melissa Buck Goodby Silverstein & Partners Account Director
Tod Puckett Goodby Silverstein & Partners Director of Production
Olivia Baker Goodby Silverstein & Partners Producer
Judy Ybarra Goodby Silverstein & Partners Director of Business Affairs
Clay Weiner Biscuit Filmworks Director
Shawn Lacy Biscuit Filmworks Partner/Managing Director
Holly Vega Biscuit Filmworks Executive Producer
Lisa Stockdale Biscuit Filmworks Producer
Mercedes Allen-Sarria Biscuit Filmworks Head of Production
Rachel Glaub Biscuit Filmworks Head of Production
Doug Chamberlain Biscuit Filmworks Director of Photography
Jeff Higinbotham Biscuit Filmworks Production Designer
Sean LaGrange Arcade Edit Editor
Kirsten Thon-Webb Arcade Edit Head of Production
Jonah Hall Timber Creative Director/Partner
Kevin Lau Timber Creative Director/Partner
Sabrina Elizondo Timber Executive Producer
Melody Alexander Timber Head of Production
Chris Homel Timber Lead Flame Artist
Gregory Reese The Mill LA Colorist
Thatcher Peterson The Mill LA Executive Producer
Max Schad Butter Composer

Entry Summary
Showing kids at a dinner table on their phones would have been an effective way to grant this issue attention if we had wanted only parents to hear us. But we wanted kids to make that decision to be device-free for themselves. Tech addiction is a self-diagnosed problem. By making the “problem child” a parent and making that parent Will Ferrell, we knew we could reach everyone. We showed the dangers of technology overconsumption but made it family friendly. Think of it like Black Mirror for the Sesame Street set.

Brief Explanation
In each of these films, we see a family plagued by the habitual use of mobile devices at the dinner table. However, the offender is not so predictable. Rather than seeing kids being antisocial, we cast the parent in the role of rule breaker. In this case we have Will Ferrell as our father. Whether the family is talking like Will is dead or exploiting his poor attention span, we see just how antisocial a phone at the dinner table can be.