An ad meant to intrigue customers to cycling equipment is also striking a chord in phone-weary parents worldwide. Back in September, Spain-based sportswear brand Siroko released an ad onto TikTok with the caption, “How much life is consumed by your phone?” The ad has since racked up over 19 million views, with so many parents commiserating over how “powerful” it is. In the clip (shot “POV” style) we see a young, probably tween age girl receiving presumably her first phone as a Christmas gift. What begins as innocent excitement slowly unravels into a complete loss of spirit as she becomes far too attached to her device—texting from bed, eating while scrolling, being distracted at school, all those very, very common scenarios parents find their kids in. There’s also a brief moment when she clearly stumbles upon content that’s far too mature for young eyes, as indicated by not so subtle moaning sounds and her look of utter shock. Another seriously real issue parents face. Finally we see her phone getting taken away, and she becomes hysterical. Luckily, the video ends on a hopeful note—the girl sees her long forgotten bikes sitting in the garage. She decides to ride it again, and returns to her face. @sirokocom How much life is consumed by your phone? #sport #mentalhealth ♬ sonido original - Siroko For parents navigating childhoods that look so drastically different from their own, this ad really hit home. One person even said it belonged in the Superbowl. Here’s what others had to say: “Omg this ad made me cry. I have a 6 year old and I am terrified at what the future looks like with a digital device in her life.”“As a parent, this had me locked in and feeling 10,000 things.”“Childhood is worth protecting!” “Our sweet children deserve better than this!”“So powerful.” This video not only touches on the fears that so many parents have regarding phones, but also a secret hope burning in their hearts—that maybe even in this modern, tech driven world which forces kids to grow up too fast, their child’s pure, innocent, fleeting joy is still only one bike ride away. That they might still enjoy life in the real world before things become complicated. Still, solving this problem is complicated, with one huge factor being that there’s little consensus or regulation set in place when it comes to setting phone boundaries. That’s why many parents are calling for more widespread collective solutions, like the Wait til 8th movement, which aims to establish 8th grade as the official youngest age for receiving a phone. But even individual families who have taken their kid’s phones away have noticed vast improvement to their overall well being, which is promising. Bottom line: this is a scary problem, and one that should be taken seriously. But not an insurmountable one. Can it be solved with a bike? Maybe not. Or maybe it’s the exact solution we need right now.

Saving money seems to be on the top of everyone's to-do list nowadays. Whether it's because you're trying to save up for something or you're trying to get to the next paycheck with a little something still in your bank account, cutting spending is on the top of the list for many. There's also the reality that meeting new friends is difficult if you're not willing to go out and spend a little money to go where adults go to hang out. Going to bars, out to eat or participating in activities like pickleball requires some sort of investment that can add up. This is exactly what prompted Jas, who goes by Ms. Juicyy on TikTok, to put out a public call to see if any women would like to go walking with her one evening. It was an innocent request for a little companionship while she got in a few steps and avoided spending unnecessary money."If you live in Vegas and you're a girl, and if you're free on either Tuesday or Wednesday nights, you should come with us. We do this thing called 'hot girl walk.' We literally just walk for about an hour and by the time you look it's been already 3 miles. I started this because i didn't want to go to happy hours, eat, and spend money all the time. I love doing those things but every now and then it's cool to just be active," Jas explains in a video promoting her accidental walking club. a group of people running down a dirt road Photo by Greg Rosenke on Unsplash The woman put out her first call for women to walk with in August 2024 and two other women showed up. By the next time the three went walking, three other women came along. The group continues to grow and now it appears to be hundreds of women walking, chatting and making new friends. People are bringing baby strollers, pets, and evidently a friend or two when they come out to the walks. Jas shares in a recent video posted to her TikTok a seemingly unending line of women walking along a sidewalk in the dark with her caption saying, "i guess it’s safe to say we’re a walking club now ? thank you so much for coming! It made my whole week to meet you guys!!" @msjuicyy come join us ??? #vegastiktok #lasvegastiktok #lasvegaslocal #hotgirlwalk ♬ original sound - msjuicyy Women in the comments of the video showing the massive turn out can't seem to get enough of what the woman created just by trying to find something else to do that didn't involve spending money.One woman writes, "That’s the only way I’d feel safe walking anywhere."Someone else chimes in, "I just moved and have been struggling to meet people and also get outside because I work from home I'm so glad this came up on my fyp!!!" @msjuicyy Replying to @msjuicyy ♬ original sound - msjuicyy Another person shares their excitement, saying, "OMG I love this. safety in numbers.""I love seeing the strollers too," one person cries.Many people that live locally were asking for details, pretty soon the weekly walk is going to turn into a group large enough to look like a parade. But it seems as if there will be no shortage of women connecting and meeting new friends. If you're in the Vegas area, you can follow her Hot Girls Walk on Instagram.

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He is still out there touring!