Following a well-received inaugural round of PSA spots for Common Sense Media, creative boutique Camp + King‘s newest work for the nonprofit features relateable situations involving children and media use that promise to resonate with parents.rnrnThe centerpiece spot features a striking juxtaposition: an adorable little girl in her bedroom, surrounded by a menagerie of stuffed animals. Opening her mouth, her gaze and voice growing in intensity, she quotes a fictitious movie, mimicking a violent scene between gangsters, with her stuffed animals acting as her cohorts. The spot ends with a question: “Are your kids watching the right movies? Go to commonsense.org to find out.”rnrn
rnrnThe other three spots constituting Common Sense Media‘s new campaign debuted recently and will run throughout 2013 on network and cable TV (nationally on DIRECTV, NBC and their NBCUniversal‘s cable channels, as well as through Comcast, Cox and Time Warner Cable), nationally online through Hulu and in movie theaters. They communicate the importance of teaching kids what’s appropriate to share online, as well as finding a healthy balance with technology. One showcases a family gathered around the dinner table – and a man passing around an inappropriate photo sent online by the teenage boy seated to his right. Another features a young boy bouncing in front of the toilet, his mother shrilly imploring her partner to bring them a device – because their son “won’t go without the tablet.” rnrnAll of the spots convey that Common Sense Media understands the difficulties and uncertainties that today’s media and technology create for families and, by providing helpful information, can help them achieve peace of mind. Whether by helping parents find the right entertainment for their kids, helping them teach their kids how to use new tech devices appropriately, or answering their questions about what media and technology usage is healthy and age-appropriate for kids, parents and educators will find commonsensemedia.org to be an informative, unbiased, nonpartisan guide.rnrn”It’s funny because it’s true – this is completely the case with parenthood,” said Roger Camp, Camp + King‘s Executive Creative Director, also a parent.rnrn”The ‘We’ve All Been There’ campaign has been a big hit: It delivers our message in a disarming and funny way, so parents can see that we’re on their side, rather than feeling judged,” said Colby Zintl, Common Sense Media‘s Vice President of Marketing and Communications. “It has helped boost our brand awareness and site traffic significantly, and we’re delighted to expand the campaign with this new slate of spots. They raise the bar on being provocative and hilarious, and we expect them to have just as great an impact.”rnrnCamp + King‘s prior work for Common Sense Media included six spots that appeared beginning in April 2012 on television, online and in movie theaters, as well as print ads and radio spots. In an election year when coverage can be hard to achieve, the nonprofit maintained substantial donations of PSA media support and the campaign received more airtime than expected.rnrnCredits rnClient: Common Sense MediarnCommercials: “Monkey See” :15/30; “Priorities” :15/:30; “Toilet” :15/:30; “Family Dinner” :15/:30; “Movie” (Online only)rnAgency: Camp + KingrnC
Steve Sapka Sapka Communications Contact Steve via email 305-479-5208
Who Needs Los Angeles? We Do.
One doesn't have to be a statistician to know that there are fewer commercials being shot in the U.S. today for the American market than ever before, and a dramatic decrease in L.A. in particular. In the last five years, as reported by FilmLA (the office tasked with issuing permits), L.A. commercial production has dipped 31 percent. But here’s the thing: This doesn’t mean that L.A. has lost its importance as the production center of the world. Production in L.A. is vital. It is the go-to. It’s where you can count on access to exemplary crews, a support infrastructure second to none, varied location and backlot options, a large population of on-screen talent and (fairly) predictable weather. The fact is, with overall decline and now the devastation of the fires, we’re on the brink of losing this mainstay resource. Without employment opportunities and now many without homes, talented and trained crew are bound to leave either the industry or the LA area for other opportunities, unless there are enough job opportunities to sustain a solid living. Now is the time when we ALL must support and bolster this community. Production is needed in L.A., now! Of course, advertising is a business, and marketers’ money should be spent as efficiently as possible, BUT we have to think beyond each production and know that if we lose the incredible resource of L.A. production as we know it, then marketers, agencies and the industry loses in the long run. Over the past several days, some agencies have issued directives to production companies that are unilaterally pushing upcoming production options out of L.A. The fact is L.A. is a large area, and many sections of the city and county are not directly impacted... Read More