AdForum: What was the brief original brief for this campaign?
Find a way to spread awareness about the importance of eating dinner together and 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. And we needed to find a way to let people know.
AdForum: In a few words, tell us about your role in the creation of this work
We concepted the scripts and found a way to use comedy to bring light to this issue.
AdForum: What inspired you to approach the campaign in this way?
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 kid getting scolded. And kids won’t buy it if we show a kid getting into trouble. So hopefully, not only will parents get this message, kids won’t ignore it.
AdForum: How difficult was it to sell the idea to Common Sense Media?
Honestly, it couldn’t have been easier. They’re great partners who trusted us to deliver and gave us space to make it happen. We’re still waiting for them to be difficult, but I’m 100% certain it’s not in their nature.
What was the biggest challenge you faced during the process?
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.
AdForum: What did you learn from the experience?
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. So that demands you be flexible.
AdForum: What’s the “behind the scenes” story that only you know about – until now?
We didn’t believe that we were going to work with Will Ferrell until he got on set and sat down in that chair. We still don’t believe it.