The question 'Who are the real screen addicts?' presented on a bold red background.

The video opens with a red screen and text, then transitions to various clips. First, a young girl is shown looking at a smartphone. Then, a young boy watches an old television. Another clip shows a child dressed as a cowboy watching a vintage TV. A man, identified as Tom Wainwright, speaks directly to the camera. The video then shows close-ups of elderly people using smartphones and a laptop, interspersed with historical footage of people interacting with older technologies like radios and early televisions. The pacing is varied, using quick cuts for some segments and longer shots for others. The ad ends with a red screen and the Economist logo.