Cat Filter[15sec] by Goodby Silverstein & Partners San Francisco for Common Sense Media

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Cat Filter[15sec]

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Industry Public awareness
Media Film
Market United States
Agency Goodby Silverstein & Partners San Francisco
Chief Creative Officer Jeff Goodby, Rich Silverstein
Executive Creative Director Margaret Johnson
Art Director Hanna Wittmark
Copywriter Kate Baynham
Production Biscuit Filmworks
Director Clay Weiner
Released October 2017

Credits & Description

Client: Common Sense Media
Agency: Goodby Silverstein & Partners
Title of Creative Work: Device Free Dinner
Client
CEO & Founder: Jim Steyer
VP Marketing & GM: Ellen Pack
Senior Director, Brand Marketing: Diane Jones Lowrey
Co-Chairmen: Jeff Goodby and 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
Head of Production: Mercedes Allen-Sarria / Rachel Glaub
Director Of Photography: Doug Chamberlain
Production Designer: Jeff Higinbotham
Editorial: Arcade Edit
Editor: Sean LaGrange
Assistant Editor: Tessa Malsam
Head of Production: Kirsten Thon-Webb
Executive Producer: Crissy DeSimone
Producer: Adam Parker
Online/VFX: Timber
Creative Directors / Partners - Jonah Hall & Kevin Lau
Executive Producer: Sabrina Elizondo
Head of Production: Melody Alexander
Lead Flame Artist: Chris Homel
Flame Assistant: Brandon Harden
Sr. Producer: Emily Avoujageli
Color:
Colorist: Gregory Reese
Executive Producer: Thatcher Peterson
Color Producer: Diane Valera
Sound Design/ Mix:  
Company: LIME Studios
Executive Producer: Susie Boyajan
Mixer: Joel Waters
Asst. Mixer: Stephen Fredericks
Music:
Music: Butter
Composer: Max Schad (BMI)
Executive Producer: Annick Mayer
Publisher/Label: Butter Cuts (BMI)

Synopsis:
Common Sense today announced the release of The Common Sense Census: Media Use by Kids Age Zero to Eight, the third installment in an ongoing series of national surveys tracking the use of media and technology among U.S. children from birth to age 8. Among the key findings is the spike in the number of young children who have their own tablet device (now 42 percent, up from 1 percent in 2011) and the amount of time children age 0 to 8 are spending with mobile devices (48 minutes, up from just five minutes in 2011).
The Common Sense Census: Media Use by Kids Age Zero to Eight is based on a large, nationally representative sample of respondents and replicates methods from 2011 and 2013 to gauge how media environments and behaviors have changed over the years. At a time of revolutionary change in the media landscape, the study is the only one of its kind, tracking young children's use of new mobile media devices and apps along with older media platforms such as television, computers, and books.
In light of the new research, Common Sense is launching a series of new PSAs featuring actor Will Ferrell as a continuation of its ongoing #DeviceFreeDinner campaign. The campaign challenges parents and kids to put down their devices during dinnertime and enjoy in-person conversation. The new ads were developed in partnership with Bay Area advertising agency Goodby Silverstein & Partners.
The Will Ferrell PSAs include the following videos:
-- "Cat Filter," in which we believe we're seeing a family mourning a father who's no longer there and whom they all miss. In reality, they're talking about missing a father's presence, a father now more dedicated to his social media profiles than to their family dinners.
-- "Like," the calling card of all social platforms, is also the mantra of Dad, who tries to make sure everyone feels his love, even if it's at the expense of his family.
-- "Basket," which depicts the family moving toward getting Will to release his phone and join his family -- and the real world -- at the dinner table.
-- "Attention," which shows the family testing the boundaries of Will's lack of attention. Funny or Die will exclusively run this PSA on its website starting today.