Frédéric Planchon | Anonymous Content

In a world overrun by solo scrolling, Nex Playground is making a play to turn the family living room back into a true gathering place.

The active-play gaming console’s first national brand campaign, created by agency Zambezi, tells the story of a living room that gradually loses its family to smartphones and other personal devices. “Bring Back Family Time” promotes the Nex Playground as a way to get everyone back in the same room and moving together.

A hero spot unfolds from the TV’s point of view as it watches generations of family activity play out in front of it. Games, imaginary adventures and other shared moments slowly give way to family members absorbed in their own screens. Nex eventually enters the picture, bringing everyone back in front of the TV for active games they can play together.

Richard Kind voices the television set, giving the longtime living-room fixture a personality as it reflects on what it’s seen over the years. Frédéric Planchon of Anonymous Content directed the spot.

The campaign is Nex’s biggest brand investment so far and its first integrated national ad push across TV, streaming, digital, social and out-of-home. Scale by Zambezi handled media strategy.