Creativity

Parents Get a School Report From Their Child's Best Friend in My Little Pony Campaign

Social Experiment Took Place at a NY Elementary School

By Alexandra Jardine. Published on Aug 14, 2017

Editor's Pick

Hasbro has made a back-to-school video for My Little Pony, and if you're a parent, it's a real tearjerker.

To underline the brand's tagline, "Friendship is Magic," it invited parents of kids at a New York elementary school to a meeting to hear about how their child was doing -- only the teacher wasn't in the room when they walked in. Instead, their child's best friend sat there ready to talk to them about their kid. Parents were moved to tears hearing about their children's friendships and the qualities that their friends admired.

The campaign, by Grey New York, follows the "social experiment" style of advertising so beloved of brands at the moment, and although some of the kids do sound a little rehearsed, some are adorably sincere, and the parents' reactions are genuinely moving. There's also additional cuteness at the end when the best friends themselves walk into the room. And surprisingly, there isn't a pony toy in sight throughout. Floyd Russ of Tool directed the video.

Grey New York deputy chief creative officer Rob Lenois says in a statement: "We wanted to show parents a side of their child they have never seen before. Through the eyes of their best friend. We hope this social experiment will remind parents around the world how impactful friendship is in their child's life. Now and into the future".

Rate this Ad

You must be registered to rate this ad.
Please Login or Register Now

About

Credits

Date
Aug 14, 2017
Agency:
Grey New York
Client:
Hasbro
SVP Hasbro Brands:
Samantha Lomow
VP Franchise Lead:
Tyla Bucher
Advertiser:
Hasbro
Advertiser:
My Little Pony
Deputy Chief Creative Officer:
Rob Lenois
Associate Creative Director:
Ariel Redmond
Art Director:
Ariel Redmond
Senior Copywriter:
Lauren Varvara
Executive Production:
Townhouse
Executive Producer:
Guy Williams
Producer:
Sam Helfer
Production Company:
Tool
Director:
Floyd Russ
Director of Photography:
Greg Wilson
Editor:
Trish Fuller
Edit Company:
Work
Colorist:
Sal Malfitano
Color Company:
Nice Shoes

Tags

The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.