0:00 – 0:03: Two parents walk out of their pretty house in slow motion with smiles on their faces, looking confident. They pause for a second, mom looking hopeful and dad looks ready for action. The mom has their son on her hip, and their daughter is walking behind them. The two parents are covered head to toe in baby and child gear, the mom having slings, wraps, and a shark backpack in her hand, while that dad holds a stroller, several stuffed animals and backpacks. They both have a coffee in their hand as well. The mom flips her hair, and a close up shows her smirking as she looks towards her husband self-assuredly. They seem to be a pretty healthy, middle class family. It’s a sunny day and the family is preparing for an outing. They all have nice, colorful outfits on.

0:04 – 0:07: We see the younger daughter make her way in front of the parents, grabbing at some rattle toys hanging from one of the backpacks the dad is carrying. He is looking down talking to her, but the daughter’s pulling upsets the balance of everything dad is holding. The stroller falls off his shoulder, and we see he now has a half eaten bagel in his mouth. The mom is seen behind him watching this unfold, looking worried. Previously they had been walking side by side, but now the mom is more behind the dad. The daughter is smiling gleefully, she is a trouble maker. What confidence they had earlier is instantly gone. In the matter of seconds they go from confident and prepared to rushed and overwhelmed. The parents started off in control, with the daughter shown behind them, but she made her way to the front, and reminded them of who really runs things.

0:08 – 0:11: A close up mirroring the moment from before of moms face shows her distress as she goes to try and help the dad. However, her son starts to slip from her hip, so she has to jump and readjust him. The dad is behind her now, picking the stroller back up. As the mom adjusts her child her mouth is open as she struggles. Her son just smiles. As the dad holds his coffee back up, we see the other backpack now slip from his shoulder. We see his lips start to swear, and his frustration is evident. We see the daughter again pull on one of dads toys, and he fruitlessly tries to fit the bagel back in his mouth. They are swamped. The dad is seeing trying to parent the daughter, most likely telling her to stop pulling on the toys. Our eyes follow the action all across the screen, from the mom to the dad. This constant movement gives us stress, and emphasizes just how hard these parents are working to raise these two kids.

0:12 – 0:16: The mom has regained her composure, but her face isn’t as confident as before. She walks in front of her husband again, and we can see him struggling to get the stroller strap back over his shoulder, bagel still in his mouth. She is desperate to keep moving forward. We get a close up on dads legs, as he walks awkwardly trying to keep everything balanced. He shuffles side to side trying his best to keep moving. The next shot shows them all in line, the daughter in front with a big open-mouthed smile on her face, the mom not too far behind looking down at her son on her hip, and the dad in the back getting up after picking up some toys from the ground.

0:17 – 0:19: The family makes it to the car. The daughter drops her stuffed animal on the ground. At the same time, the mother puts her coffee up on the roof of the car. These two actions happen simultaneously, adding to the hectic scene. Dad follows close behind still holding everything. The daughter waits near the car door, next to her dad as it opens. We go back to the mom has her son points inside the car. She starts to lift him towards the door. Both parents start to get their children inside the car

0:20 – 0:23: The daughter sits in the carseat smiling, eating some cheerios. Her dad looms over her, also with a smile on his face. He looks relieved to finally have her in the car sitting down, but the daughter isn’t smiling for the same reason. He reaches over and locks her seatbelt. We quickly jump to the next shot, and the daughter is flinging her cheerios all over the place, and hitting dad in the face. Her mouth is open, presumably screaming in delight. The dad’s face is yelling in annoyance. He let his guard down once he got her locked in, and now there are cheerios flying through the air.

0:23 – 0:25: Both kids are in the frame here, the daughter is a bit blurry but we can see her smirking. The son is behind her, and we see the mom leaning over him to lock his carseat. She’s got her mouth open, presumably saying something to her son. He looks forward in a blank expression. The son doesn’t seem to cause as many problems as the daughter does. He is more quiet. We get a close up of the mom locking the carseat, and her wedding ring sparkles. The slow motion of the locking is satisfying, as the parents have finally and successfully gotten their kids safely in the car. While it was extremely hectic, we can see that the family really cares about each other. The entire ad is in slow motion, and this focuses us on just how fast things can go wrong and become frenzied. The one thing that isn’t complicated, is the locks on the carseat.

0:25 – 0:30: We get a blue text screen with pop-ups showing multiple different carseats. White text directs you to the NHTSA website.