Life360 has launched a microdrama comedy series with UK celebrity chef Jamie Oliver. ‘Finding Jamie (While He’s Finding Himself)’ created by Baby Teeth follows Oliver’s fictional mid-life crisis through regression hypnosis, naked woodland cults, and floatation tanks, while his real family tracks his every move on Life360.
Directed by Tom Kingsley, over five episodes the audience will follow the chef as he enters a journey of self discover. From how to deal with recipe writer’s block to overcoming the infamous turkey twizzler meme – Oliver is under the supervision of his inept life coach, played by Will Hislop. There’s no place he won’t go to find peace, but all the while, we can see exactly where he is on Life360
Life360 explained on LinkedIn why Oliver was the perfect brand ambassador for them.
“Jamie, Jools, and their five kids rely on Life360 to keep their lives running. Whether it’s coordinating school runs, pulling off surprise birthday parties without getting caught, or keeping tabs on Jamie’s location during a rather eventful fictional mid-life crisis — Life360 has been part of their life long before this partnership began. Even their dog Conker wears a Life360 Pet GPS,” it wrote.
Mike Zeman, chief marketing officer at Life360 echoed this sentiment.
“At Life360, we believe in the power of connection and the peace of mind it brings. That’s why we’re absolutely delighted to welcome Jamie Oliver to the Life360 family. When it comes to busy family life, doing right by your kids, and having fun along the way, Jamie is the perfect, authentic fit for our brand. The fact that he was already a dedicated paying Gold member speaks volumes about how essential Life360 is to modern parenting. This partnership with Jamie is about empowering families to embrace the chaos of daily life with the confidence that comes from staying effortlessly connected,” he said.
The microdrama series features cameos from Jamie’s family—including Conker The Dog. Viewers can follow along on Oliver’s Instagram and YouTube Shorts as a new episode drops every week.
The first episode dropped today:
“Life360 has been part of Jamie’s family life (and mine) for years, so this partnership couldn’t be more authentic. Every family has those little moments of drama – ‘Where are you?’, ‘Who’s picking up?’ and ‘How far away are you?’ This campaign captures that perfectly: it’s a microdrama that celebrates the app helping take the microdrama out of everyday family life. It’s exactly the kind of creative partnership we’re always looking for,” said Alison Corfield, brand director, Jamie Oliver.
“What was great about this brief was that Jamie and his family already use Life360 to find each other. So there really was only one thing left to find: Jamie himself. With tongues firmly in cheeks, we set about creating a mid life crisis, a long suffering family and a Life Coach whose Instagram qualifications are showing,” concluded Lynsey Atkin, founder and partner, Baby Teeth.
“We are delighted that Jamie’s natural comedy talents and self-depricating nature are showcased to their fullest in what is a totally new vehicle for one of Britain’s best loved personalities. To do that in partnership with the brilliant brand brains at Life360 has been truly excellent fun.”
Dining and Cooking