We chose to collect snapshots of multiple childhoods to show the underlying key feature throughout: toys. Regardless of the culture, gender, or generation, this ad shows the uniting element of toys, supporting each child’s upbringing. We started with clear copy to emphasise the fact that the natural joy derived from these toys can never be replaced with a simple screen.
Script
Client: Toysrus
Duration: 20'
Title: “you can’t get this with an ipad”
We hear the backing track which is the song, I Hear A Symphony (Live From Ocean Way Nashville).
A compilation of childhood videos/photos is displayed.
The text 'you can't get this with an ipad' appears followed by the text 'bring back their childhood'.
Process
Initially, we tried to highlight the importance of toys over ipads in childhood through the theme of fear and comparison, displaying two kids’ lives and how the child with toys was progressive, with visuals moving up. In contrast, children with screens stayed hunched over, their eyes glued to the screen. We also decided to add the final shots of the children restarting the cycle of good/bad with their own kids to highlight to the parents how their choices not only affect their child’s life but also future generations.
We chose not to pursue this idea, due to reframing the nature of our campaign to target the feelings of nostalgia in the parents and appreciation for toys in childhood. Although installing fear may have effectively communicated the message, we felt the chosen ads took a more memorable heartwarming approach to remind the parents of the benefits of a childhood without screens, and the laughter/memories they could be missing out on.
