The Lingokids advert is a trial on parents who expose their children to screens
The campaign has been developed by the Piel Creative Studio agency
The Lingokids advert turns parents’ guilt over screen time into a real trial.
When you’re a parent, you’re constantly torn between doing the right thing and feeling guilty for doing something wrong. One clear example is screen time and mobile devices. The ideal parenting handbook says that under no circumstances should you give kids a screen. And when they do, they feel bad about it.
That very guilt is the driving force behind the campaign by the children’s app Lingokids. The campaign addresses the guilt many parents feel when they give their child the TV or smartphone just to get a moment of peace.
Lingokids – The Trial
“The Trial” is the title of the Lingokids advert created by the creative agency Piel Creative Studio. The campaign is aimed at the U.S. market, and they chose the most iconic way Americans deal with judgment: a courtroom trial.
The piece shows eleven parents who attend an event without knowing they are about to participate in an emotional confrontation session. The goal is to explore how guilty they feel about letting their kids use screens.
According to the campaign, the reactions and emotions are real. The parents admit feeling judged by society’s expectations of ideal parenting — and by themselves — for allowing their children to use devices.
The Lingokids advert began with a striking teaser on a giant Times Square screen, displaying the question: “Are parents who let their kids use screens guilty?”
According to the company, in a statement: “‘The Trial’ is a call to reflect on the social pressure many families face every day. We wanted to create a safe space for parents to feel heard and understood. Because guilt shouldn’t be part of parenting — not at home, and not at school.”
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