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pokoko said:

I said it elsehwere but it was very much this ad from Sony in terms of theme and tone.

And there is no need to market to kids.  Kids are always looking ahead.  When I was little, I dreamed about one day riding a dirt bike like my cousin.  If you market to young adults and teenagers then you're also marketing to younger kids, too.

Right on. Also, where were you 20 years ago when George Lucas was drafting The Phantom Menace?

Kids don't want to be kids. They want to be Luke Skywalker and Han Solo.