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TVC / FilmDTC & ConsumerCampaign of the Week
Mischief: The Parenting Lie Detector
Unapologetically honest confessions about bedtime parenting chaos.
The Creative Teardown
1. The Hook (Attention Grabber)
'Do you actually enjoy singing the bedtime song?' followed by an immediate polygraph spike.
2. The Angle & Strategy
Radical parenting empathy disguised as an FBI interrogation.
3. The Market Result
310% surge in DTC subscriptions and Adweek Campaign of the Year nod.
Campaign Overview
Mischief hooked exhausted parents by putting real moms and dads on polygraph machines, asking the taboo questions every parent secretly feels.
Campaign Reach
Views
18M+
Impressions
45M
Reported ROAS
3.9x