They go on to explain that whilst drinking they will be faced with the need to make important decisions - from getting in a car with a stranger through to being offered drugs.  The hard hitting spot from the COI and award winning director Walter Stern is a stark reminder that parents need to start talking to their kids about the perils of drinking before it is too late.

Our Head of Mill Studio Luke Colson tells us, "The aim of the ad is to make parents everywhere sit up and think about the dangers of drink.  Working with Walter on this film was a real pleasure as he has such an eye for detail and the composition of each shot makes for a beautiful ad."

Adam Scott graded the ad and added, "Walter wanted to capture the emotion of the children with a simple and understated approach, allowing the kids' stories to lead the film.  I enhanced the images with a natural photographic style to focus the audience's attention to the striking images whilst allowing the intensity of the narrative to sink in."