Innocent Situations Go Horribly Wrong in Humorous Life360 Spots

Life360 and Tile empower families to stay connected to the people and things that matter most, making everyday family life easier, safer, and more secure. Families are complicated. While they love and protect each other, they can also drive each other crazy. In a new campaign, 'Family-Proof Your Family,' Life360 and Tile humorously (and sometimes horrifyingly) lean into this dynamic by spotlighting worst-case scenarios of innocent situations gone horribly wrong - showing how a simple tool for connection and tracking could help avoid potential family drama. 

With Life360 and Tile, the goal is to 'family-proof' your family, giving you one less thing to discuss in therapy. By using darker humour, the campaign highlights how Life360 and Tile help solve everyday frustrations - like lost items and family miscommunication - that often cause unnecessary drama and stress. 

Through exaggerated portrayals of family life without these tools, the campaign illustrates how Life360 and Tile offer practical solutions for peace of mind and preventing avoidable family conflicts. Each ad showcases a key feature of Life360 and Tile - from protecting personal items with Tile in 'Coat,' tracking loved ones with Life360’s location sharing in 'Curfew,' and offering quick access to help with Tile’s SOS alerts in 'Funeral,' driving home the essential role Life360 and Tile play in family safety and peace of mind.

'Family-Proof Your Family' marks the first major effort to combine these innovative brands, Life360 and Tile, under a cohesive creative direction. This campaign also coincides with Tile’s brand refresh and the launch of new Tile trackers, now featuring enhanced integration with Life360, including SOS capabilities. Developed in partnership with creative agency Alto, this national brand platform marks a new era of marketing at Life360, as the brand embraces bolder, richer storytelling and creativity to highlight the unique features and family focus that set it apart from other players in the category.

Through the vision of the acclaimed director Steve Ayson, the hero 60-second spot 'Coat,' shows two parents arguing about their son losing his coat. They go back and forth like this, while the child watches from the doorway, visually feeling a level of unnecessary guilt for his unintended part in his parent's fight. 

The next day at school, he goes to take off his coat and hang it up, but his hand pauses on the zipper, remembering his parents’ fight the night before. He keeps the coat on… And never takes it off again. As the kid gets older, growing and changing, he never removes his coat. He’s wearing it while Mom tucks him in at night, while competing in track, while swimming, during a romantic tailgate, and on his wedding day.

The spot concludes during the birth of his first child. In a hospital room, tears in his eyes. His parents who are standing in the doorway of the hospital room holding balloons, look perturbed by the whole scene. They exchange glances as if to say, “We really screwed this kid up with the whole coat thing.” 

The campaign highlights Tile and Life360’s ability to keep track of all of your things - from precious things like pets and wallets to keys and even coats. It also dramatizes the drama/trauma modern families can avoid by not misplacing things.

Two additional :45, :30 and :15 spots support the campaign. In 'Funeral,' a woman attends her mother’s funeral. After going to the bathroom, the door handle falls off. She’s stuck. “I’m trapped in here! It’s super claustrophobic – Help,” she yells. Everyone in the church sits frozen stunned in silence – is it coming from the coffin? Her brother slowly creeps up to open the coffin and the body tumbles out. Cue a sequence of quick cuts showing how things could have gone: the doorknob falling off, a woman pressing the Tile SOS button on her keychain, and a flurry of 'Anita sent an SOS' notifications appearing on different phones.

'Funeral' highlights the importance of Tile’s newly integrated SOS feature, which sends emergency alerts and location information to your Life360 Circle or designated emergency contacts with the quick triple press of a button in the event of an emergency. 

In 'Curfew,' a man and woman are sitting up in bed late at night worried about their son who missed curfew. The teenager is not responding to calls or texts. The father goes out desperate to locate for the teenager, stopping at different locations around town and asking if anyone has seen his son. Finally, he asks two women on a street corner for help. To his surprise, the women are undercover police and arrest him over a misunderstanding of what he meant by “looking for a teenage boy that’s 15-years-old.” 

The video cuts to a couple of teenage boys who’ve lost track of time, playing video games in the safety of a suburban living room. One holds up his phone with a video of his dad in handcuffs on social media. The ad highlights how this confusion and parental worry could have been avoided if the parents had the Life360 app, allowing them to quickly locate their son and providing peace of mind without the miscommunications and fears that come with not knowing where their loved ones are.

The campaign is live across TV, digital, DOOH and social, following hot on the heels of Life360’s recent Ad Age Breakout Brands win.