While the Barton F. Graf 9000Work page still consists mostly of his past advertising glories, Gerry Graf is slowly getting down to developing some new projects including this effort called “The Log Off.” Graf served as creative director, copywriter and art director on this “viral” video, which features a cutesy tune and lip-synching children who just want some time with mommy, though she’s too busy social networking away on Facebook.
The clip leads to the website TheLogOff.org, which is a basic homepage hosted by web portal MomFilter that includes the copy below:
In a statement, Graf says, “I had this idea about promoting online moderation and shared it with [the viral’s director] Harold Einstein and this piece was born. When we were thinking, ‘Who is this for?’ the idea of using the mother as a central character resonated, and we tapped into our partner MomFilter.com through friends of Harold’s as the ideal way to reach that audience.”
Maybe now that Graf’s hired an old TBWA\Chiat\Day NY colleague, he hopefully won’t have to shoulder so much of the creative responsibility on the next project. Credits after the jump…