Glued to Your Phone at the Dinner Table? Marshawn Lynch Wants to Have Some Words

Will we ever collectively return to a time when dinners around the table included little more than food, your friends or loved ones, and polite conversation? Let’s be real—probably not. In this blink-and-you’ll-miss-everything society, the news cycle is relentless, an important update from your friends is always moments away and “staying connected” has morphed into a full-time job. Still, choosing to commit to the occasional screen-free meal isn’t too much to ask, especially in the name of true quality time. With that in mind, Common Sense Media has collaborated with Goodby Silverstein & Partners to revamp its Device-Free Dinner campaign for a second year. Last year’s campaign starred Will Ferrell in a darkly comedic story of a family who “lost” their patriarch to his phone. For this series of ads they tap NFL superstar Marshawn Lynch to help drive home the mission. But Lynch isn’t here to wax poetic about a simpler time lost or regurgitate cliches about the importance of family. While a group of friends at a restaurant appear entirely engrossed in their phones in an ad titled “Friends Slo Mo,” the Oakland Raiders running back helps himself to their neglected food, since they’re otherwise busy. Exactly how tuned out must one be to not notice Beast Mode stealing your chicken? [kickout id="1"] Another ad, “Hot Sauce,” shows Lynch coaching a little boy on how to troll his parents, who appear to be too enraptured by their devices to engage with their son. We have to side with Lynch here, as well; they deserve a little hot sauce in their soda for being so inconsiderate. [kickout id="2"] The generally unscripted nature of these ads is where the magic truly lies, as Lynch’s hijinks and ad-libbing are an absolute riot to watch. A subject is spared the usual preachy tone thanks to his natural humor. “Football fans and humans love Marshawn. He is a force of nature. In these commercials, we attempt to simply get out of the man’s way,” said Jeff Goodby, Co-Chairman and Partner at GS & P. “It results in great comedy, but also a message that truly connects with a wider audience.” Lynch wasn’t the only NFL star to have a little fun. In “Fundamentals,” pro legends and San Francisco 49ers alumni Jerry Rice, Steve Young, Harris Barton and Ronnie Lott analyze a dinner table fumble caused by a lack of attentiveness. [kickout id="3"] The campaign will air throughout the NFL season on networks like CBS and Fox. They’ll also be available to view on the 49ers and Oakland Raiders’ websites. CREDITS: Marshawn Lynch spots: Client: Common Sense Media Agency: Goodby Silverstein & Partners Partner: Jeff Goodby Partner: Rich Silverstein Executive Creative Director: Margaret Johnson Art Director: Anthony O’Neil Copywriter: Rony Castor Production Director of Production: Tod Puckett Producer: Nick Goldsmith Account Services Account Director: Melissa Buck Account Manager: Ellen Lovoy Brand and Communication Strategy Brand Strategist: Ginny Rider Business Affairs Senior Business Affairs Manager: Judy Ybarra Business Affairs Manager: Annie Holmgren Production Company: Beastmode Productions, LLC Director: Diaunte Thompson Director of Photography: Mike Epple Producer: Diaunte Thompson Executive Producer: Bryon Sheng Editorial Company Company name: eLevel Editor: David Becker Assistant Editor: Steven Castro Senior Producer: Alison Plansky Executive Producer: Michael Damiani Telecine Company name: The Mill Colorist: Gregory Reese Color Producer: Diane Valera Production Coordinator, Color: Jessica Amburgey Sound Design and Music Music: Atomica Music Sound Design: eLevel Sound Designer: Dave Baker Mix Company name: eLevel Mixer: Dave Baker Executive Producer: Luke Dillon "Fundamentals" Client: Common Sense Media Agency: Goodby Silverstein & Partners Partner: Jeff Goodby Partner: Rich Silverstein Chief Creative Officer: Margaret Johnson Associate Creative Directors: Kate Baynham, Hanna Wittmark Production Director of Production: Tod Puckett Producer: Christine Oh Account Services Account Director: Melissa Buck Account Manager: Ellen Lovoy Brand and Communication Strategy Brand Strategist: Ginny Rider Business Affairs Senior Business Affairs Manager: Judy Ybarra Production Company Company name: Kapsized / Arts & Sciences Director: Casey Storm Director of Photography: Benn Martenson Producer: Jed Herold Executive Producer: Mal Ward Editorial Company Company name: Arcade Edit Editor: Sean Lagrange Assistant Editor: Paulo Miramontes Head of Production: Kirsten Thon-Webb Managing Partner: Damian Stevens Executive Producer: Crissy DeSimone Telecine Company name: The Mill Colorist: Gregory Reese Executive Producer, Color: Linda Jackson Color Producer: Diane Valera Production Coordinator, Color: Jessica Amburgey Color Assist: Logan Highlen, Gemma Parr, Zack Wilpon VFX/Finishing Company name: Timber Creative Directors/Partners: Jonah Hall, Kevin Lau Executive Producer: Sabrina Elizondo Head of Production: Melody Alexander Lead Flame Artist: Chris Homel Flame Assistants: Brack Hightchew, Brandon Harden Senior VFX Producer: Emily Avoujageli Graphics Artists: Dan Blank, Jon Lorenz Sound Design and Music Music: Butter Music + Sound Creative Director/Composer: Max Schad Head of Production: Annick Mayer Producer: Stone Irr Mix Company name: Lime Mixer: Adam Primack Producer: Kayla Phungglan Executive Producer: Susie Boyajan