Bestads Best TV of the Week: Life360’s ‘I Think of You (Dying)’ via ALTO, New York
Each week Bestads showcases standout global advertising work as reviewed by an esteemed international creative director or team. This week’s Best TV ad is Life360’s ‘I Think of You (Dying)’ via ALTO New York.
The spot was selected by this week’s guest judge Diana Samper, Global Chief Creative Officer, McDonald’s at tms.
“‘I Think of You (Dying)’ taps into a very powerful insight of moms freaking out about teens risks with independence. And it is illustrated in a very real way. Any mom can relate to that anxiety of having a teen,” says Samper. “Love the payoff when the daughter offers mom the solution. Very clever way to end it. The message is powerful and the benefit is clear. It is funny and entertaining. And clever.”
Few emotions are as universal – or as complicated – as the worry that comes with loving someone deeply. That core truth is at the heart of a bold, bloody, and darkly hilarious new mini-musical from Life360, the latest to come out of the brand and Alto’s award-winning ‘Family-Proof Your Family’ brand platform. Because the truth is that loving someone means worrying about them constantly. In fact, a CBS News report found that moms and dads collectively spend a full 37 hours per week stressing about their family’s safety. Not only that, but nearly 90% of parents fear for their children’s safety whenever they’re physically separated (2024 State of Parenting Survey), and 60% report insomnia from worrying about their kids (CBS News).
The brand leaned into this worry, dramatising a mom’s worst fears which are easily remedied with Life360. Titled ‘I Think of You (Dying),’ the campaign dives headfirst into one of the rawest truths about love: the deeper you care, the more you worry. For parents, that can often lead to vivid, intrusive, and often irrational thoughts– the kind you don’t want to say out loud, but can’t stop imagining. In the entertaining long-form musical, those fears take centre stage through a hilariously unfiltered musical number sung by a mom to her daughter.
Read the full review here.
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