Booktrust 'dads' by Kitcatt Nohr Alexander Shaw

Independent charity Booktrust is launching a TV campaign to encourage fathers to read to their young children and to raise awareness of its free book-gifting programme, called Bookstart.

This 30-second animated spot shows a father picking up his son and taking a book with him for them to read on the bus together.

The book transports them into space on a rocket where they meet aliens before returning home in time for tea.

The ad ends with a call for fathers to text free from their mobile to receive a free storybook and information about where to collect other free books.