August 4, 2011
Less multitasking, more savoring the moment: life lessons from Nestea
Multitasking has become an intrinsic part of life, and technology is both helping us get more done at once and pushing us to multitask constantly. We’re becoming less productive at work as our focus gets splintered and in our personal lives too, as we get pulled away from the moment. In Spain, Nestea taps into this with a commercial that uses the tagline “Welcome to this moment.” We see a kissing couple, a mom, a mountain climber and a picnicker getting distracted by everything from electronic devices to a squirrel. “The key for enjoying life is putting all our attention in each moment, to enjoy it like it deserves,” says the narrator as a woman throws her partner’s phone away and he joins her in drinking an iced tea at a picnic.
The spot illustrates what seems to be a growing desire to simply slow down and be more fully present, both for loved ones and for personal fulfillment. (The rise of De-teching—one of our 10 trends for 2011—is a key part of this shift.) We recently spotlighted a PSA from West Australia that urges people not only to drive more slowly but to slow down altogether, reminding viewers that by doing so, “we may do fewer things, but what we do, we do well.” Marketers in many categories have opportunities to endorse a more sane pace of life and position their brand at the center of this healthy mind-set.