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NEW YORK The phones are designed for kids, but the ads for Disney Mobile’s new service are aimed at the parents who will foot the bills.
Disney is rolling out an inaugural TV campaign this week touting security features such as the Family Locator, which lets parents use their PC or phone to track their kids’ movements. The work uses humor to relay the security message.
In one spot, a boy announces, “Mom, Dad—I just want to give you a heads up,” and then lays out his itinerary of planned activities, including climbing a tree in a friend’s yard, playing softball and loitering in a convenience store.
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