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| The real modern family | |
| by Melissa Roberts | |
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The mum who lovingly asks if it’s “all a bit much” sums this one up perfectly. Caleb Femi’s thoughtful direction of EE’s latest spot results in a moving-image collage of modern family life’s mayhem. The film jumps between households where playdates are unfolding loudly and at full speed. That is until someone finds the kids’ off switches - otherwise known as the TV remote. The film, produced by Somesuch with additional direction from 2nd Unit director Renee Maria Osubu, is a fantastic example of reality-based advertising. With the portrayal of real life being styled just enough for the screen, but ultimately retaining the elements that make heads nod in recognition. EE TV’s offering is pitched as a communal viewing experience, one in which a group of teens sit down together, and parents watch shows with their kids. It may be an overly romantic picture compared to how we actually consume media now. But there’s nothing wrong with the TV being the babysitter - most of us were raised on it and we all turned out just fiiiiiine.
Product Category: Mobile Phone Networks
Territory: UK
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