Electronic Arts

Reimagining parental controls for video game consoles

EA Campaign Film
Electronic Arts


To inform parents of the importance and value of parental controls for video games ahead of the festive season; a time when many parents will be considering purchasing a console for their children.


Working with the comedian Katherine Ryan, we reimagined the Christmas classic ‘Twas the Night Before Christmas, to explain that parental controls are free and easy to set up, and allow parents to set limits on what their children can play, for how long, and who with.


The campaign had an estimated media reach of over 10 million. Independent research confirmed the campaign impact was stunning, with an impressive 55% of parents who saw it acting to set up parental controls.