This is one of the most moving and sad spots you'll see all week. Every 30 minutes in Britain a child loses a parent. This spot subtly displays what it's like for a child to fend for himself without a parent. He does okay for himself, except when it comes to the big question hanging so thickly in the air:
Where's mum.

Thankfully, the Grief Encounter charity helps people (children mostly) come to terms with a death in the family. Heavy stuff but very well done.

The boy is quite brave and acts well, and even more moving is the inanimate bear that seems to show what he's really feeling even as he keeps a stiff upper lip about it.

Ad agency: Green Cave People, London Creative: Malcolm Green / Keith Terry / Jackie Steers Client Services Director: Holly Ripper Director: Liz Murphy Production Company: Nice Shirt Films, London Post Production: TenThree, London

Comments (1)

  • Dabitch's picture

    KLEENEX WARNING oh feck that got me. The bear was a really nice touch.

    Mar 27, 2014

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kidsleepy 17 year copywriter, now CD from Pittsburgh, who has worked in many cities including New York, Atlanta, Montreal and currently Los Angeles. I snark because I care. I ain't complainin' I'm just tellin' it like it is.