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Spark “Play” 2020

Spark “Play” (2020) is a Spark commercial directed by Mark Albiston for Colenso BBDO, produced by The Sweet Shop. It won 3 awards, including D&AD 2020 Wood Pencil — Film Advertising / Cinema Commercials 41-60 seconds and Spikes Asia 2021 Bronze Film A06: Consumer Services / Business to Business.

This ad for Spark's 'Play' feature demonstrates how parents can manage their children's screen time using a simple, intuitive digital hourglass interface.

Video: Colenso BBDO on Vimeo

Frames

  1. A digital hourglass with pink sand flowing into gold sand, displaying "SCREEN TIME 30 min" and a profile for "Katherine" on a smartphone screen.© Spark0:08
  2. Spark “Play”, shot 2© Spark0:11
  3. Spark “Play”, shot 2© Spark0:14
  4. Spark “Play”, shot 2© Spark0:17
  5. Spark “Play”, shot 2© Spark0:20
  6. A stylized hourglass with pink sand flowing into golden sand, displaying "SCREEN TIME 30 min" and counting down.© Spark0:31
  7. A digital hourglass with pink sand draining into gold sand, displaying "SCREEN TIME" and a decreasing minute count.© Spark0:36

Stills © Spark. Made by Colenso BBDO, The Sweet Shop and Mark Albiston.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Digital hourglass visualizes screen time limits for parental control.

digital interface demonstrationtime visualizationparental control solutionabstract animationminimalist design

The cut

Length
41 s
Shots
6
Average shot
6.8 s
Format
motion graphics

What creatives use Spark “Play” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Spark “Play”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A digital hourglass with pink sand flowing into gold sand, displaying "SCREEN TIME 30 min" and a profile for "Katherine" on a smartphone screen.© SparkSpark “Play”, 0:11© SparkSpark “Play”, 0:14© SparkSpark “Play”, 0:17© Spark
    Frames from Spark “Play”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Spark “Play” in order, with its length, framing and what happens in it.

    A digital hourglass with pink sand flowing into gold sand, displaying "SCREEN TIME 30 min" and a profile for "Katherine" on a smartphone screen.© SparkSpark “Play”, 0:11© SparkSpark “Play”, 0:14© SparkSpark “Play”, 0:17© SparkSpark “Play”, 0:20© SparkA stylized hourglass with pink sand flowing into golden sand, displaying "SCREEN TIME 30 min" and counting down.© Spark
    Length: 41 s · Shots: 6 · Average shot: 6.8 s · Format: motion graphics

  3. 03Ad ideas: every spot built on a abstract animation

    Before you present an idea, you need to know who has done it, and how.

    Spark “Play” is built on a abstract animation. Search the library by idea to see every spot that uses it.

    Essity “Viva La Vulva”© EssityDeutscher Tierschutzbund “A Peace of Mind”© Deutscher TierschutzbundMtv “Bird”© MtvGOGORO INC. “Gogoro VIVA – Branding film”© GOGORO INC.
    Essity · Deutscher Tierschutzbund · Mtv · GOGORO INC.

More commercials by Mark Albiston

  • Thomas Cook "Pool Kid" (2016) commercial still© Thomas CookThomas Cook “Pool Kid” 2016Dir. Mark Albiston · AlbionCreative Circle Gold 2016
  • Three "Make up Tutorial" (2018) commercial still© ThreeThree “Make up Tutorial” 2018Dir. Mark Albiston · Boys + GirlsKinsale Sharks Bronze 2018
  • New Zealand Lotteries "Dylan" (2017) commercial still© New Zealand LotteriesNew Zealand Lotteries “Dylan” 2017Dir. Mark Albiston · DDBSpikes Asia Bronze 2017
  • McDonald’s France "Bear With Me" (2026) commercial still© McDonald’s FranceMcDonald’s France “Bear With Me” 2026Dir. Mark Albiston · TBWA\Paris
  • KFC "Boxful" (2026) commercial still© KFCKFC “Boxful” 2026Dir. Mark Albiston · Special
  • IKEA "Farewell" (2026) commercial still© IKEAIKEA “Farewell” 2026Dir. Mark Albiston

More from Colenso BBDO

Award-winning telecom commercials

  • KPN "A Piece of Me" (2024) commercial still© KPNKPN “A Piece of Me” 2024Dir. Emma Branderhorst · Dentsu CreativeEffie Awards Grand Prix 2024
  • Hutchison Three "Three 5G: The Future" (2020) commercial still© Hutchison ThreeHutchison Three “Three 5G: The Future” 2020Dir. Ian Pons Jewell · Wieden+KennedyCiclope Grand Prix 2020
  • STC "What Are We Allowing" (2019) commercial still© STCSTC “What Are We Allowing” 2019J. Walter ThompsonDubai Lynx Grand Prix 2019
  • BT "It's Good to Talk" (1996) commercial still© BTBT “It's Good to Talk” 1996AMV BBDOIPA Effectiveness Awards Grand Prix 1996
  • Telstra "Zalunian Profanity" (2025) commercial still© TelstraTelstra “Zalunian Profanity” 2025Dir. Randy KrallmanEpica Gold 2025
  • WhatsApp India "WhatsApp Presents ‘Oye Lucky’ FT. Abhay Deol" (2025) commercial still© WhatsApp IndiaWhatsApp India “WhatsApp Presents ‘Oye Lucky’ FT. Abhay Deol” 2025Dir. Nikhil Rao · BBDO India Pvt. Ltd.AdFest Gold 2025

Questions

Who directed the Spark “Play” commercial?

Mark Albiston directed it, produced by The Sweet Shop, for the agency Colenso BBDO.

Which agency made Spark “Play”?

Colenso BBDO created it for Spark (2020).

What awards did Spark “Play” win?

3 awards, including D&AD 2020 Wood Pencil — Film Advertising / Cinema Commercials 41-60 seconds, Spikes Asia 2021 Bronze Film A06: Consumer Services / Business to Business and D&AD 2020 Graphite Pencil — Film Advertising / TV Commercials 41-60 seconds.

Sources for the credits and awards

dandad.orgThe Work