Ad of the Day: Nursery Rhyme Characters Teach Baby CPR in (Quite a Peculiar) Song

BBH gets sweeter for St. John Ambulance

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What rhymes with "ambulance"?

BBH London answers that question and more in a fanciful animated campaign designed to teach parents how to help a baby who's stopped breathing.

First-aid awareness organization St. John Ambulance's two-minute film eschews the award-winning kick-to-the-gut style often employed by this client-agency team. Unlike past PSA classics such as "Helpless" and "Save the Boy," the new film, "Nursery Rhymes Inc.," presents no shocking scenes or terrifying twists to drive home its life-saving message.

Instead, through delightful puppet animation that took four months to produce, we're made privy to the creative struggles of Humpty Dumpty, Incy Wincy Spider, Jack & Jill and the Cat & the Fiddle.

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