Nature Valley, maker of granola bars and oatmeal, created the following video for the Canadian market. It’s a documentary-style ad that features three generations talking about what they did for fun as kids. Generation Z (a.k.a. screenagers) actually talks about what they do for fun now because, well, they’re all still kids. Their answers are pretty sad. We’re raising a generation that’s never built a fort or played Hide-And-Go-Seek.
Seriously, this is so jacked up. I want to throw the iPad out the window. And you know what? Maybe I will. As if raising teenagers isn’t hard enough, we’ve gone off and created screenagers because we’re a bunch of weak and worn out sticks. Remember Nancy Reagan’s JUST SAY NO anti-drug campaign targeted to young Gen-Xers? We need a new version of the campaign targeted at Gen X parents: Just Say No To Your Kids Getting On The iPad.
Unbelievably, ADWEEK gave Nature Valley flack for the ad. This is so ridiculous to me because it’s totally obvious that screen-time when left unchecked and unmonitored will erode away childhood.
Nature Valley, which has a partnership with the National Parks Conservation Association, has a social media campaign, #GetOutThere. They’ve asked people to share photos and videos of their outdoor exploits with the hashtag #GetOutThere. Their goal is to inspire more people to get outside.
What do you think of the ad? How do you get your screenagers outside?