Life360

When They're Okay,
You're Okay

This set of Life360 films celebrated a simple truth: when your kids are okay, you’re okay.

When you know your kids are safe, nothing else can touch you. So when Life360 lets you know your kid arrived safely to school, or got home okay, you're hit with a wave of relief—no matter what else is going on. So we decided to turn that “whatever else” all the way up, putting parents in increasingly ludicrous danger. But through it all, they remain completely calm, settling into that sense of relief even as they’re being electrocuted or stuck dangling from a malfunctioning elevator.

10%
Increase in unaided awareness amongst parents
50%
Increase in visits to the Life360 website
426%
Increase in searches after airing

This content is hosted by a third party. By showing the external content you accept the terms and conditions of vimeo.com.

Life360 - Hotel (45-Second Film)

This content is hosted by a third party. By showing the external content you accept the terms and conditions of vimeo.com.

Life360 - Fridge (45-Second Film)

These spots premiered during the loudest media moments of the year — the Olympics and the Super Bowl. But instead of trying to shout above the rest, the spots went surprisingly quiet, forcing audiences to lean in.

Life360 Taps Into Parental Anxiety With Dark Humor in Super Bowl Ad

MATT BARKERAdweek

The Challenge

Parents spend an average of 37 hours worrying about their kids each week.

We grounded the creative approach in a recent study insight that found parents spend an average of 37 hours per week worrying about their children. We positioned Life360 as an antidote to that constant mental churn, offering a way for families to stay connected and reduce uncertainty amid the unpredictability of daily life.

Ads are wallpaper if they don’t resonate strongly with the audience.... We have found the best way to do that is to lean into uncomfortable truths about parenting.

Mike ZemanLife360, CMO

The IMPACT

While acquisition and subscription impact is still forthcoming, the Super Bowl ad sparked a massive lift, with a 50% increase in visits to the Life360 website, and a 426% boost in searches for “Life360” following the airing of the spot.

Client

Life360

Output

  • Brand Strategy
  • Global Creative Platform
  • Production: Film, Digital, Design and Photography
Next projectThis is How We Do It

News from alto