Concerned Parents Stage an Intervention for a Kid Hooked on Phonics in Farcical PSA

First campaign from Little Big Engine takes the legacy brand beyond its infomercial roots

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This quick-witted grade-schooler stashes a dictionary under her pillow, uses words like “preposterous” and “melodramatic” and quotes German philosopher Friedrich Nietzsche.

That might signal a free ride to a fancy school to many parents. But to the folks in a new satirical PSA, it’s a source of anxiety.

“Sweetie, we love you—this isn’t easy to say,” the mom notes while sitting her daughter down for a serious heart-to-heart. At which point, the dad jumps in: “Your mother and I think you’re hooked on phonics.”

A scenario that has all the trappings of an intervention—on a 6-year-old—actually plays out as a commercial for Hooked on Phonics, a legacy brand with a 35-year history of TV and radio advertising.

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