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

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about the author

kidsleepy 17 year copywriter, now CD, who has worked in many cities including Pittsburgh, New York, Atlanta, Montreal and currently Los Angeles. I snark because I care. I ain't complainin' I'm just tellin' it like it is.