Here's why parents everywhere are falling in love with this video about kids and phones

Mobile phones have become an integral part of our lives, so much so that many find it embarrassing to talk about their screen time. While these smart devices have helped connect the world with the power of a single tap, they have also contributed substantially to mental health issues, sleeplessness, falling attention spans, as well as productivity loss. Digital detox is so real that the modern age “smartphone addicts” spend their time at facilitated withdrawal centers in different parts of the world. A video highlighting the issue, part of a campaign initiated by an activewear brand, Siroko (@sirokocom on TikTok), has struck a chord with parents who are concerned about their children’s gadget fatigue.

The viral footage showcases a teenage girl embarking on a new journey after being gifted a new smartphone, transforming the world around her. The youth’s initial phase of digital voyage is filled with excitement as the first thing she seemingly does is start texting. Scrolling while lying on the bed, taking selfies with her friends during class, playing games—she does everything that stereotypically any other mobile enthusiast does. “How much life is consumed by your phone?” the caption along with the clip aptly asks.

Like any other story, the craze for the gadget slowly turns into a full-blown addiction. At this point, it shows the teen hooked to her phone while walking, before sleeping, while having breakfast the next morning, recording herself while doing homework and so on. Now, even her friends have their own phones—communicating that the story is not hers alone. She can’t spend her day without making reels and tirelessly thinking of the captions for it on social media.

Moments after, her faint glow from the phone seeped through her blanket with the sleep-deprived school day coming up shortly. The video shows the all-smiles teenage girl developing into a socially isolated and anxious being. She accidentally also ends up playing an adult video before rushing to shut it down in a moment of shock.

Her now-phone-weary mom had had enough of it and she decided to take action before it got too late. As the mother snatches the mobile away, the girl screams loudly at the top of her voice. It ends with the shattered teenager finding a bike in her home garage. Just what you’re thinking! She goes out for a ride and feels better. Over 19.2 million people, including parents, have viewed the footage and they describe it with “powerful” and “hits deep” connotations.

Among them, @brittanyanne84 commented, “This should be one of the Super Bowl commercials!” Adding to it, @tagalogkurt remarked, “Why did this make me cry?” “As a parent, this had me locked in and feeling 10,000 things,” wrote @inspirednotinfluenced. “So true! I'm so glad schools in the UK are finally considering a no-phone policy at last,” @fionaforsyth80 said. Others hailed it as the most “impactful” advertisement of 2024.

You can follow Siroko (@sirokocom) on TikTok for wellness and sports content.

Disclaimer: If you or someone you know is struggling with smartphone addiction, it's important to seek help. Mental health professionals can provide support and guidance.