It begins with a mother and father putting their baby to sleep and then cycles through kids all doing stuff around their bed as they grow older: A girl doing head stands, a guy putting his baseball glove under his bed, two brothers playing basketball in their room, and girls playing soccer in their back yard-- from the vantage point of the bedroom. We then see a college-aged girl in her dorm coming back from practice before going to back to a parent saying goodnight to her younger kid. It's not quite the perfect circle I'd hoped for, and it might have closed the loop better if it ended on parents putting their newborn to bed, but you still get the point.
"As kids fall in love with sports, our universities are working every day to keep college sports safe. So you can watch them with a little less worry and a little more joy."
This ad from the NCAA will air during march madness, along with another called "Opportunity." And while "Opportunity" speaks directly to kids, telling them their race, gender, socio-economic status is irrelevant and that if they can play well and do well in school everyone will have the same opportunity, this ad is directly aimed at parents who are afraid their kids' might end up hurt, or with multiple concussions. With both ads, they are covering all bases. Sorry.

NCAA Client - NCAA Senior Vice President of Communications - Bob Williams Managing Director, Strategic Communications - Amy Dunham Director of Strategic Initiatives - Stacey Preston Associate Director of Strategic Initiatives - Andrea Farmer SS+K Rob Shepardson - Founding Partner Bobby Hershfield - Partner, CCO Rebecca Matovic - Partner, Head of Strategy + Research Elisa Silva - SVP, Director of Client Services John Swartz - SVP, Director of Production and Innovation Alyssa Georg - ACD Art Elena Knox - ACD Copy Christopher McLallen - Executive Producer Erin McKigney - Account Supervisor Nick Petrillo - Account Executive Sarah Giarraffa - Business Affairs Manager Production Company: Reset Director: Nabil Managing Director/EP: Dave Morrison Executive Producer: Jeff McDougall Executive Producer/Bidding: Jen Beitler Producer: Jessica Lee DP: Rodrigo Prieto Post Production Company: RPS NY EP: Eve Kornblum Producer: Lisa Barnable Editor: Damion Clayton Assistant Editors: Michael Shugarman & Mike Spagnoli Flame Producer: Barbara Kontarovich Flame Artist: Edward Reina Flame Assistant: Jazmine Venegas All Music by: Beacon Street Studios Composers: Andrew Feltenstein & John Nau Executive Producer: Leslie DiLullo