Daydreamers, procrastinators, and dilly-dallyers beware - volunteer charity Mellon Educate have you in their sights. This clever film riffs off the vagaries of online interaction to guide us towards channelling our clicking energy into something worthwhile.
The film begins with a familiar, yet playfully irreverent examination of how a lifetime is spent. Using a mound of sand as a visual device, we're told the usual suspects like sleep, work, sex, and food each grab their own pile of granules, while new distractions like social media are monopolizing more and more of our time.
The VO's breathless delivery and the frenetic editing combine well in this engaging sequence before Mellon Educate suggest we exploit our remaining grains of sand to make a difference. Easier said than done in this age of falling down the YouTube video rabbit hole.
To illustrate the point, the ad continues with a series of typical 'clickbait' videos designed to keep our attention in cruise control. Each convincing clip concludes with a snappy reprimand calling out our priorities - no time to feel sorry for this hungry pooch when a school needs building.
It's a lively, edgy approach for the charity and it successfully walks the fine line between engrossing and alienating the viewer. By poking holes in the popular belief there's never enough time in a day, the film encourages us to spend time while gaining something in return. Closing those extra tabs is a good start.