NSPCC focusses on the challenges of child-rearing

"This ad is the antidote to the ‘perfect Instagram family’," said Imbuldeniya. "It highlights the everyday scenarios and challenges that many face but rarely discuss, to show parents that they are not alone. We wanted to ensure that we took the viewer on an emotional journey, with a pace that mirrored both the busyness and emptiness that parents can often feel at different stages of a child’s life. We also wanted the visuals to stand out from the usual charity ads of the past by taking on a more positive tone, with vibrant colours, compelling graphics and a whimsical soundtrack. The resulting ad gives parents something they can empathise with, at times even laugh about – and hopefully, in turn, feel more confident about reaching out to the NSPCC sooner and more often."

Imbuldeniya worked on the pitch with long-time creative partner, Darren Smith, who wrote the poem used in the film. "Parenting is probably the worst job in the world," Smith said. "It’s hard, mostly unpaid, often boring, occasionally terrifying, and you can’t ever retire from it. Despite that, it’s probably the best and most satisfying job in the world, too. It’s difficult to fit all those complex emotions into 60 seconds, but we tried to squeeze in a whole life cycle of parenting, from birth to the empty nest, so that parents could identify with some of the big and small challenges they’re going through. And it was brilliantly performed by T’Nia Miller. Ultimately the ad shows that, when it comes to parenting, NSPCC gets it and is there to help."

"It was such an honour to be a very small part of the really important work that the NSPCC does," adds the spot's actress, T’Nia Miller. "When I first read the poem, I was so moved and, as a parent of two, I related in many ways. It was also wonderful to work with such a diverse crew. As an industry we should always keep striving to do better in terms of fulfilling that diversity ‘quota’."