St John Ambulance: Nursery Rhymes Inc. Baby CPR

Following on from last year's The Chokeables campaign through BBH London, St John Ambulance has released a new piece of work in collaboration with the agency that introduces another group of characters seeking to teach parents about CPR practice and safety procedures.

The weird nursery rhyme-themed campaign has a specific focus on baby CPR in light of new research showing that this is the first aid emergency parents are most worried about, yet only one in four know how to help. 

Blinkink duo Becky & Joe directed the piece and the surreal film features nursery rhyme characters who’ve come together to create a rhyme that doesn't exactly roll off the tongue to explain the technique. Incy Wincy Spider, Humpty Dumpty, Jack & Jill and the Cat & the Fiddle all appear in the TV ad as they confusingly struggle to write a rhyme. The campaign features the voices of comedians Adam Buxton and Tim Key.