Marshawn Lynch steps off the field to knock some sense into phone addicts

Goodby and Common Sense Media's 'Device Free Dinner' campaign continues with the NFL star

Published On
Dec 04, 2018

Editor's Pick

NFL Star Marshawn Lynch has stepped off the field to knock some sense into techno-addicts in Goodby Silverstein and Partners’ latest “Device Free Dinner” campaign for Common Sense Media.

A pair of new spots depict super sad scenarios of friends and a family going out for a bite to eat.  They’re supposed to be enjoying each other’s company, but the pals don’t speak at all because they’re so absorbed in their phones, while the parents sit side-by-side texting (perhaps even to each other?) not even noticing their son’s dramatic plays to get their attention.

In the midst of all this sadness, Lynch jumps in to bring some levity to the situation. He scavenges from the friends’ dinner plates because they don’t even realize he’s there, and he gives the ignored boy a fun tip to toss hot sauce into Mom and Dad’s soda glasses. 

The campaign kicked off in 2017 with Will Ferrell as a dad who could easily qualify as “deadbeat” (he basically disappeared into his mobile device). His lovable ridiculousness was an effective tool for getting the message across, but Lynch takes up the torch quite superbly in this round, demonstrating some real comedic chops that could carry him far once he really retires.

An accompanying campaign called "Fundamentals" also puts a football-spin on family dinner with the help of sports broadcasters Steve Young, Jerry Rice, Harris Barton and Ronnie Lott, who comment on family members' device-related foibles like they're fumbles on the field. 

The PSAs will run nationally throughout NFL season on CBS, Fox, Cox, Xfinity, Charter and Comcast and on social media channels. 

 

Credits

Date
Dec 04, 2018
Client:
Common Sense Media
Agency:
Goodby Silverstein & Partners
Partner:
Jeff Goodby
Partner:
Rich Silverstein
Chief Creative Officer:
Margaret Johnson
Associate Creative Director:
Rony Castor
Associate Creative Director:
Anthony O'Neil
Associate Creative Director:
Kate Baynham
Associate Creative Director:
Hanna Wittmark
Director of Production:
Tod Puckett
Producer:
Christine Oh
Account Director:
Melissa Buck
Account Manager:
Ellen Lovoy
Brand Strategist:
Ginny Rider
Senior Business Affairs Manager:
Judy Ybarra
Production Company:
Kapsized Productions
Production Company:
Arts & Sciences
Director:
Casey Storm
Director of Photography:
Benn Martenson
Producer:
Jed Herold
Executive Producer:
Mal Ward
Editorial Company:
Arcade Edit
Editor:
Sean Lagrange
Assistant Editor:
Paulo Miramontes
Head of Production:
Kirsten Thon-Webb
Managing Partner:
Damian Stevens
Executive Producer:
Crissy deSimone

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Project Type