TELUS wanted to promote the flexibility its Optik TV PVR offered; the ability to record multiple shows, record from a phone, pause live TV. The target was young families. We wanted to bring to life the benefits of the Optik TV PVR in a way that would connect with parents, have them nodding in recognition and prompt them to choose TELUS Optik TV. The simple truth that parents’ TV time is always being interrupted by their kids - and they often feel torn about it - became the basis for this TV spot.