Accompanied by the song “Mr. Lonely,” different scenes unfold with abandoned balls–each with a sad emoji face drawn on it. A baseball is in a glove, sitting on a bench on a desolate ball field. A soccer ball is left all alone on the turf. A tennis ball, with a frown upon it, lays against a net with no one in sight.
A couple of supered messages appear which read: “Screen time is taking away play time.”/”Make way for play.”
An end tag carries the logo of Canada’s nonprofit organization promoting physical activity, ParticipACTION, along with the request, “Don’t visit our website.”
Tom Feiler of production house Circle directed this PSA for ParticipACTION, which was launched in 1971 and works with its partners, including sport, physical activity, recreation organizations, government and corporate sponsors, to make physical activity a vital part of everyday life. The spot was conceptualized by a creative team at Toronto agency Zulu Alpha Kilo.
