Moms, Get Off Facebook Already!

BFG9000 creative director unveils offbeat musical PSA

Headshot of Tim Nudd

Gerry Graf thinks the Internet is getting a little out of hand. So, the longtime TBWA\Chiat\Day and Saatchi & Saatchi creative director, who recently opened his own agency, Barton F. Graf 9000, whipped up the video below called "The Log Off," encouraging moms everywhere to put down the Facebook and play with their kids instead. The spot sends you to, which just tells you to "log off . . . at least for a little while." It's an unbranded effort (well, besides being somewhat anti-Facebook), and it seems to be a legitimate PSA advocating more moderate Internet habits. But of course, it's been through the Graf weirdness grinder, so you have kids lip-syncing their appeals to mom. It launched today on parenting Web portal "I had this idea about promoting online moderation and shared it with [director] Harold Einstein, and this piece was born," Graf says in a statement. "When we were thinking, 'Who is this for?' the idea of using the mother as a central character resonated, and we tapped into our partner through friends of Harold's as the ideal way to reach that audience." It seems to be a self-promo effort for Barton F. Graf 9000, as much as anything. BFG9000 (named after Graf's father and the BFG9000 gun from the video game Doom) "launched with a bang last November," the release notes, landing and some other clients. The agency plans to continue promoting through more nutty videos.

@nudd Tim Nudd is a former creative editor of Adweek.