The spot has been created as part of the NSPCC's wider digital and radio 'Underwear Rule' campaign, which looks to offer advice for parents to explain to their children that their bodies are private and to speak out if something worries them.

Mill Producer Ian Berry comments, "It was great teaming up with Inferno again and working alongside Joanna to create this endearingly honest spot which delivers such an important message to parents. We added a really natural grade as well as a clean up and conform so as to create this really natural feel."

Mill Colourist Seamus O'Kane explains, "This spot uses the naturalness of children speaking about their bodies to teach parents that rules concerning such "bits" are a good idea and thus encourage them to instil the same attitudes in their own kids. As such the balance of the grade was to preserve the natural sense of the children and yet give each portrait a presence that underlined the serious message behind the funny comments. The strong visual sense was imposed by the photography of Ben Smithard and the Director, Joanna Bailey, and I worked to push this sense of purpose into the final grade."