Sure, You Could Bubble-Wrap Your Kid, but This PSA Has a Better Idea | Adweek Sure, You Could Bubble-Wrap Your Kid, but This PSA Has a Better Idea | Adweek
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Sure, You Could Bubble-Wrap Your Kid, but This PSA Has a Better Idea U.K.'s St. John Ambulance takes a break from being bleak

The joke that an overprotective parent might make a child walk around in a cumbersome padded suit might not be a new one, but it certainly still has legs.

U.K. health charity St. John Ambulance is encouraging moms and dads to learn first aid rather than saddling their children with full-body airbags (and a lifetime of emotional damage, to boot).

Created with agency Architect, it's a welcome change of pace from the organization's habit of producing heart-rending PSAs. Gen-Y types might find the spot evoking Bubble Boy. Older viewers might think of that movie's forebear, The Boy in the Plastic Bubble.

But the St. John ad's playground theme manages to keep its focus limited to mild, perhaps character-building threats like scrapes and bruises. And while some parents might bristle at being the punch line, most will probably watch the ad and laugh at their own occasional overprotective inclinations.

Then again, it's better to be safe then sorry—you could always learn first aid, and still make your kid wear bubble wrap. 

Via Laughing Squid.

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