Isn't it time to tweet Grandpa?

With a large share of the world, particularly youngsters, communicating through social media, Cox Communications has launched a project helping the more senior members of our families get online and into the digital lives of their offspring.

The campaign, from 180LA, launches with a touching short entitled Seize The Day, in which Larry, an adorable elderly gentleman, gets help from a Cox employee in order to set up a social account from which he can share stories of his life and adventures with granddaughter Jessica. Sidestepping the schmaltz deftly, director Mike Bokman's film tugs on the heartstrings as both share letters from Pat, Larry's sadly-deceased wife, and learn more about each other.

“Isolation and loneliness is a growing epidemic. Especially among seniors,” notes Mike Bokman, group creative director, 180LA. “Our grandparents have so much knowledge to share, so many stories to tell, so much love to give. They deserve our attention, but our attention is not easy to get these days. So we’re helping to bridge that gap by inspiring grandparents to connect with their grandkids in the place their grandkids are sure to notice — social media.”