To address the issue of mobile bullying, Young & Rubicam New York created this campaign for LG that delivers a serious message through light-hearted comedic content that reached out to teens. At the heart of the campaign are four online/TV spots (shown “Locker Room”) with the iconic symbol of thinking before you text: James Lipton’s Ponder Beard. When teenagers put on the Ponder Beard they stroke their chins and think about the consequences of the text or picture they are about to send. This idea came to life in print, out-of-home, and in online videos and TV commercials and starred a beardless James Lipton.