|by Syd Briscoe|
Meta - Instagram's parent company - are launching a new set of digital tools which allow parents to cap the amount of time their teens spend on the platform. This commercial introduces the scheme, as it depicts a mother and son sitting down to hash out what each think is the appropriate amount of time spent scrolling through one's feed.
The action is well-captured by director Fern Berresford, as the pair of characters go back and forth on their respective positions. Mum, of course, thinks fifteen minutes a day is perfectly adequate, while her shockingly good-natured son wants something closer to the two-hour limit.
A final compromise is achieved with wordless good humour, as the boy agrees on extra pet-related chores in exchange for an additional fifteen minutes. It's an informative introduction to the tool... though we can imagine tech-savvy teens have probably already found a way around it, as is their wont.
Product Category: App Based Services