If a 9-year-old boy loses his coat—trekking into winter weather wearing only a T-shirt—is it the end of the world?
No, but it’s the beginning of a bitter smackdown in which Mom accuses Dad of being a garbage parent.
The kid, deeply troubled at overhearing the fight, vows silently never to take off his replacement puffer. Ever. And so for the rest of Life360’s short film, the child runs, swims, sleeps, grows, matures, marries, procreates…all while wearing the same yellow jacket.
The 60-second hero spot, appropriately dubbed “Coat,” is part of a larger campaign from Life360, a location-sharing app, and its newly named creative agency Alto.
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