Following the iconic creative work taking viewers on a soaring joyride through California during last yearโs Super Bowl pre-game show, The Shipyard announces the debut of its latest thrilling adventure for Visit California
Entitled โChildhood Rules,โ the new integrated work shows how California is a place that thrills kids and brings out the kid in adults, too. With theme parks aplenty, plus state and national parks, beaches, zoos, aquariums, museums, and even family-friendly wineries, California is THE perfect family destination, with plenty for the kids to do, but also a place where parents can have fun on vacation as well.
Shot by Director Ben Quinn, the campaign shows kids living out their collective childhood dreams with joyful abandon, and seemingly unsupervised. The turn of the spot reveals that their parents were out having just as much fun. Along with the :30 second spot are a series of :06s that play off the rules of childhood like, โbedtime is merely a suggestion,โ and depicts moms, dads and kids running enjoying some after-dark attractions. And โparents make the best napkins,โ showing a charming, but sticky situation.