Research shows urban and suburban kids spend about six hours each weekday in front of screens including computers, TVs and video games. But spending life as an onlooker is nowhere near as fun and beneficial as truly living it. Kids need to experience a broad range of activities to help them build confidence, develop potential and teach them how to work through challenges. The TV spot, 3D, helps open a window to the real world; a place where children can get their hands dirty, have unique adventures and discover things for the first time.

In the spot, a row of children wearing 3D glasses gaze up at a night sky full of stars. Slowly, they reach up and remove the glasses, realizing they don’t need special effects to see the wonder of the real world. The spot conveys a sense of fulfillment a kid might feel taking part in Scouts Canada activities – over and above typical modern day distractions like TV and computers.The creative plays on the screen media that so absorbs youth of today, to drive home the message that connecting with nature and the outdoors – having real tangible adventures – is where true-life experience really begins.