Life 360's morbid musical

Few emotions are as universal – or as complicated – as the worry that accompanies caring about someone deeply. 

That's the core truth at the heart of this bold, bloody and darkly comic new mini-musical for Life 360, the app that's designed to help families and friends stay connected and coordinated.

Created by Alto New York, and developed in partnership with Feral Child via Passion Pictures, and Steve Ayson through MJZ, the spot is the latest to come out of Alto's award-winning 'Family-Proof Your Family' brand platform. 

A recent CBS News report found that parents spend a full 37 hours per week stressing about their family’s safety, and nearly 90% of parents fear for their children’s safety whenever they’re physically separated (2024 State of Parenting Survey), while 60% report insomnia from worrying about their kids (CBS News).

Above: The campaign included quotes from network executives explaining why it can't be broadcast on their channel.

Life 360 leaned into these worries by dramatising a mother's worst fears with the spot, called I Think of You (Dying), beginning charmingly enough, as a mother serenades her daughter, but soon the song veers into the absurd as the mother confesses that every time her daughter leaves, her brain conjures up increasingly ridiculous and morbid outcomes.

From bleeding out in the street and being kidnapped by bandits, to organ harvesting rings and alligator attacks, she lists each wild scenario. Her daughter, unfazed, dryly points out that she watches too much true crime. Just as things reach peak absurdity the animation snaps back to reality, and the daughter holds up the Life 360 app saying, “Mom… no more creepy songs.”