Tech Will Save Us: Side Effects

London agency isobel pokes fun at scaremongering around tech-addicted kids in its Christmas campaign for toy company Tech Will Save Us. 

The nostalgia-drenched spot (we're getting strong Stranger Things vibes), directed by Somesuch's Raine Allen Miller, opens with a familiar 'parental advisory' warning about the side effects of kids exposed to technology, before demonstrating all the fun innovations and hacks that can be created with the help of the brand's new kits - from hacking a robot to walk the dog, to mixing an alternative club banger.

“The world is becoming increasingly tech-driven, however, there’s little emphasis on the wonderful opportunities that these new technologies present to us. The Side Effects campaign is about opening a dialogue surrounding how we should prepare kids for the future," says Tom Baker, head of marketing, Tech Will Save Us. "[Our] kits are a celebration of the confidence we have in future generations and a springboard for curiosity and inventiveness. We want to provide kids with the tools they need to be able to embrace technology, create novel ways to explore the world, and improve lives. The ‘side effects’ of playing with Tech Will Save Us kits is a generation of super-creative, problem-solving, life-hacking kids.”