Common Sense Media is partnering with NFL player Marshawn Lynch to raise awareness for the advocacy group's second Device-Free Dinner campaign following last year's effort with Will Ferrell.
Created by Goodby Silverstein & Partners and timed with football season and the holidays, two ads featuring Lynch include “Friends Slo Mo” that shows the Beast Mode-nicknamed player using his buddies table as a buffet since they are too busy with their devices to eat their food.
“Hot Sauce” has Lynch encouraging a neglected son to prank his distracted dad by pouring hot sauce into his soda and shaking it.
Lynch was a "force of nature" and a solid collaborator, says Jeff Goodby, co-chairman and partner, GS&P. The spots were produced with his production company, shot on location at his restaurant, and all performed without a script.
"In these commercials, we attempt to simply get out of the man’s way," says Goodby. "It results in great comedy, but also a message that truly connects with a wider audience."
A separate spot, “Fundamentals,” features former NFL players Jerry Rice, Steve Young, Harris Barton and Ronnie Lott.
The PSAs will be distributed nationally throughout the NFL season on networks including CBS, Fox, Cox, Xfinity, Charter, and Comcast and across the participating NFL stars' social media channels and the San Francisco 49ers and Oakland Raiders websites.