Three-and-a-half-year old Dylan Thomas is enjoying a relaxing day in the park with his friends, when they notice a poster advertising the BBC’s Three-Year-Old Super Bowl.
It goes on to explain that if you can get Dylan to sign up, you’ll get to watch it in the BBC One HD channel on Sundays at 9.30pm. “
You can watch it live in the comfort of your own home.”
It goes on to explain that if you can get Dylan to sign up, you’ll get to watch it in the BBC One HD channel on Sundays at 9.30pm.
Dylan is ecstatic, but the message has another twist: he has to make the same decision on the same day.
“So what do I do?”
“Sign up,” the advert explains.
When Dylan’s mother, Samantha, returns home, she finds him standing on the lawn with the poster in his hands. “
If you do the right thing, we’ll get you a promotion and a special discount for a year, so don’t worry about it.”
When Dylan’s mother, Samantha, returns home, she finds him standing on the lawn with the poster in his hands.
“Dylan,” she exclaims, “you’re the boy who won the World Cup!”
The advert then asks Dylan to follow a particular route on the football pitch to get a discount on his next ticket.
The video ends with Dylan playing on the field with his football team, who celebrate a victory.
It’s a stunningly surreal moment in the documentary, which explores how the internet can be used to encourage kids to sign-up for a programme that is intended to teach them about football.
“We’ve had a really positive response to this so far, so we thought, why not do it for Dylan?” said Samantha Thomas, a teacher at St Mary’s School in Nottingham.
“There are some really important lessons for young people to be learning about the game through this type of advertising.”
“This is a really unique case where the BBC is taking advantage of a phenomenon which is very prevalent in the world of technology, in this case with the internet, which is creating this really exciting social phenomenon, which has the potential to be really transformative for young children.”
When the advert was first posted online, Dylan had already been given a discount of £500 for a ticket to the game.
“I was delighted to receive a call from the BBC to say I’d been awarded a discount because I’d already signed up,” Dylan told the BBC.
“They told me the offer was on offer, but it was a very limited one.”
The programme’s producers believe the advert could also encourage parents to encourage their children to sign on to a particular football club.
The programme, titled How the World Made Us Happy, has been watched more than 3 million times on YouTube.
“The advert is incredibly important because it shows the power of social media, especially social media platforms like YouTube, to influence people’s behaviour,” said producer Matt Krasniqi.
“Whether it’s through positive messages or negative messages, social media is powerful for the world at large.”
“It was a great feeling to see Dylan’s smile when he saw the advert,” Samantha added.
“As a parent, I think we’ve all been tempted by the promise of a good life, but as a parent you’re more concerned about your child than you are about the future. “
“For the last 10 years I’ve had my kids at home, but they’re not really able to get that happiness I was hoping for from the advert.” “
A video of Dylan playing in the backyard is one of the best examples of the advert’s power. “
For the last 10 years I’ve had my kids at home, but they’re not really able to get that happiness I was hoping for from the advert.”
A video of Dylan playing in the backyard is one of the best examples of the advert’s power.
In it, he’s dressed up as a superhero and the video shows him hitting his head against a wall while a video camera pans up and down to catch the scene.
The clip has been viewed more than 17 million times.
The BBC told the ABC that it did not receive any complaints about the advert.