Glued to Your Phone at the Dinner Table? Marshawn Lynch Wants to Have Some Words

The NFL star and GS&P want meals to be phone-free zones

Phones at the table? Better be ready for Marshawn Lynch to snag your food. Common Sense Media
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Will we ever collectively return to a time when dinners around the table included little more than food, your friends or loved ones, and polite conversation? Let’s be real—probably not.

In this blink-and-you’ll-miss-everything society, the news cycle is relentless, an important update from your friends is always moments away and “staying connected” has morphed into a full-time job. Still, choosing to commit to the occasional screen-free meal isn’t too much to ask, especially in the name of true quality time.

With that in mind, Common Sense Media has collaborated with Goodby Silverstein & Partners to revamp its Device-Free Dinner campaign for a second year. Last year’s campaign starred Will Ferrell in a darkly comedic story of a family who “lost” their patriarch to his phone. For this series of ads they tap NFL superstar Marshawn Lynch to help drive home the mission.

But Lynch isn’t here to wax poetic about a simpler time lost or regurgitate cliches about the importance of family. While a group of friends at a restaurant appear entirely engrossed in their phones in an ad titled “Friends Slo Mo,” the Oakland Raiders running back helps himself to their neglected food, since they’re otherwise busy. Exactly how tuned out must one be to not notice Beast Mode stealing your chicken?

Another ad, “Hot Sauce,” shows Lynch coaching a little boy on how to troll his parents, who appear to be too enraptured by their devices to engage with their son. We have to side with Lynch here, as well; they deserve a little hot sauce in their soda for being so inconsiderate.

The generally unscripted nature of these ads is where the magic truly lies, as Lynch’s hijinks and ad-libbing are an absolute riot to watch. A subject is spared the usual preachy tone thanks to his natural humor.

“Football fans and humans love Marshawn. He is a force of nature. In these commercials, we attempt to simply get out of the man’s way,” said Jeff Goodby, Co-Chairman and Partner at GS & P. “It results in great comedy, but also a message that truly connects with a wider audience.”

Lynch wasn’t the only NFL star to have a little fun. In “Fundamentals,” pro legends and San Francisco 49ers alumni Jerry Rice, Steve Young, Harris Barton and Ronnie Lott analyze a dinner table fumble caused by a lack of attentiveness.

The campaign will air throughout the NFL season on networks like CBS and Fox. They’ll also be available to view on the 49ers and Oakland Raiders’ websites.

CREDITS:

Marshawn Lynch spots:
Client: Common Sense Media
Agency: Goodby Silverstein & Partners
Partner: Jeff Goodby
Partner: Rich Silverstein
Executive Creative Director: Margaret Johnson
Art Director: Anthony O’Neil
Copywriter: Rony Castor

Production
Director of Production: Tod Puckett
Producer: Nick Goldsmith
Account Services
Account Director: Melissa Buck
Account Manager: Ellen Lovoy
Brand and Communication Strategy
Brand Strategist: Ginny Rider
Business Affairs
Senior Business Affairs Manager: Judy Ybarra
Business Affairs Manager: Annie Holmgren
Production Company: Beastmode Productions, LLC
Director: Diaunte Thompson
Director of Photography: Mike Epple
Producer: Diaunte Thompson
Executive Producer: Bryon Sheng
Editorial Company
Company name: eLevel
Editor: David Becker
Assistant Editor: Steven Castro
Senior Producer: Alison Plansky
Executive Producer: Michael Damiani

Telecine
Company name: The Mill
Colorist: Gregory Reese
Color Producer: Diane Valera
Production Coordinator, Color: Jessica Amburgey
Sound Design and Music
Music: Atomica Music
Sound Design: eLevel
Sound Designer: Dave Baker
Mix
Company name: eLevel
Mixer: Dave Baker
Executive Producer: Luke Dillon

“Fundamentals”
Client: Common Sense Media
Agency: Goodby Silverstein & Partners
Partner: Jeff Goodby
Partner: Rich Silverstein
Chief Creative Officer: Margaret Johnson
Associate Creative Directors: Kate Baynham, Hanna Wittmark
Production
Director of Production: Tod Puckett
Producer: Christine Oh
Account Services
Account Director: Melissa Buck
Account Manager: Ellen Lovoy
Brand and Communication Strategy
Brand Strategist: Ginny Rider
Business Affairs
Senior Business Affairs Manager: Judy Ybarra
Production Company
Company name: Kapsized / Arts & Sciences
Director: Casey Storm
Director of Photography: Benn Martenson
Producer: Jed Herold
Executive Producer: Mal Ward
Editorial Company
Company name: Arcade Edit
Editor: Sean Lagrange
Assistant Editor: Paulo Miramontes
Head of Production: Kirsten Thon-Webb
Managing Partner: Damian Stevens
Executive Producer: Crissy DeSimone

Telecine
Company name: The Mill
Colorist: Gregory Reese
Executive Producer, Color: Linda Jackson
Color Producer: Diane Valera
Production Coordinator, Color: Jessica Amburgey
Color Assist: Logan Highlen, Gemma Parr, Zack Wilpon
VFX/Finishing
Company name: Timber
Creative Directors/Partners: Jonah Hall, Kevin Lau
Executive Producer: Sabrina Elizondo
Head of Production: Melody Alexander
Lead Flame Artist: Chris Homel
Flame Assistants: Brack Hightchew, Brandon Harden
Senior VFX Producer: Emily Avoujageli
Graphics Artists: Dan Blank, Jon Lorenz
Sound Design and Music
Music: Butter Music + Sound
Creative Director/Composer: Max Schad
Head of Production: Annick Mayer
Producer: Stone Irr
Mix
Company name: Lime
Mixer: Adam Primack
Producer: Kayla Phungglan
Executive Producer: Susie Boyajan


Shannon Miller is a writer, podcast creator and contributor to Adweek.
Publish date: December 7, 2018 https://stage.adweek.com/creativity/glued-to-your-phone-at-the-dinner-table-marshawn-lynch-wants-to-have-some-words/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT
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