Tagged 'children'

Nescau, Sports Authority show how they help get kids off the couch

As more people “rage against the machine”—that is, come to resent and fear technology, one of our 10 Trends for 2014—they’re increasingly concerned that their kids are spending too much time with tech devices and games and not enough time in the real world. They worry that physical activity is limited to thumb movements. Brands are speaking to this anxiety by showing how they can get kids moving.

A spot by JWT Brazil for Nestlé’s Nescau drink shows that each time a mother leaves the house, her son sits on the couch playing video games until he appears to meld with the furniture. Alarmed, the mother makes him a Nescau drink, which helps to boost energy: The kid runs outside, breaking free of the couch, and joins friends playing soccer.

With a similar sentiment, a U.S. ad for the Sports Authority retail chain encourages people to “give the gift of sport” this holiday season. We see people (mostly youngsters) playing baseball, soccer, volleyball and other sports as the voiceover says: “This does not require an operating system or a username and password. There are no hashtags, no emoticons, and chances are there will not be better versions of these games coming out next year.” Sports Authority tells parents and others to “give something meaningful.”

Over the past few years we’ve seen a range of ads that tap into the ongoing trend to temporarily De-Tech, as we’ve termed it. Watch for more brands to tie this in with an embrace of physical activity, a clear counterbalance to digital-induced inertia.

In smart spec spot for Steiff, teddy bear helps kids sleep better

At night, some kids suspect monsters are hiding in the closet or under the bed. Some have nightmares, others are just afraid of the dark. A nicely produced student spec spot for German teddy bear brand Steiff offers the bear as a solution to help children cope with these fears and anxieties. We see a little boy alone in a dark forest, chased by a giant monster. The boy wakes up but finds that his nightmare is not over: The monster breaks through the window and bursts into his bedroom. The last line of defense for the boy is his teddy bear. It fights his battles and in the end defeats the monster.

The teddy bear acts as the boy’s defender and his savior. The spot presents the bear not just as a simple fluffy, cuddly stuffed animal but as a protector—a provider of comfort and source of confidence, especially at night.