Life360‘s Superbowl Bowl spot, ‘Elevator’, has arrived in Australia, bringing the latest iteration of its ‘Family Proof Your Family’ platform to local audiences.
The ad is now airing locally as part of Life360’s global rollout, and builds on the work of, ‘All the Best People are Dogs,’ which introduced its new line of Life360 Pet GPS trackers.
Created in partnership with US-based creative agency Alto, the film extends Life360’s take on modern family life: that parents live in a constant state of anxiety over the safety of their children, and are craving peace of mind however they can find it.
The creative is rooted in insights from a recent study which found parents spend an average of 37 hours worrying about their kids each week.
‘Elevator’ follows a husband who finds his wife stuck between elevator doors. As he waits for help, Life360 notifications confirm their son has safely arrived at band practice and remembered to walk the dog.
“Ads are wallpaper if they don’t resonate strongly with the audience and, over the course of our ‘Family Proof Your Family’ campaign, we have found the best way to do that is to lean into uncomfortable truths about parenting. With this film, we’ve done it again and in even more “shocking” fashion,” Mike Zeman CMO Life360 said.
“We hope that the tens of millions of parents who see this work in the weeks ahead will recognize themselves in the spirit of our message: As long as your cherished people, pets and things are ok, you’re ok,” Zeman added.
