Responses by Kate Baynham, writer, and Hanna Wittmark, art director, Goodby Silverstein & Partners
Background: We wanted to find a way to spread awareness about the importance of eating dinner together device free. There’s actual statistical evidence that children who have dinner at the table without devices present are more socialized, have healthier eating habits and do better in school. We needed to find a way to let people know about that.
Reasoning: We conceptualized the scripts and found a way to use comedy to bring light to this issue.
Challenges: Writing for Will Ferrell. When you write scripts that will eventually be performed by regular actors, it’s exciting. When you’re writing for one of the funniest people of all time, that’s terrifying.
Favorite details: Even though everyone is guilty of breaking this rule, it’s more fun to make the parents the guilty party in these situations. No one wants to see kids getting scolded. And kids won’t buy it if we show a kid getting into trouble. With this spot, not only will parents get this message, but also kids won’t ignore it.
Anything new: We learned to be open to anything. We had a small window of time to get this done and we had to depend on the kindness and patience of people around us. That demands you to be flexible.
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