British Heart Foundation hopes to drive donations with a swear jar.
The ad follows Billy’s rampage against his family as he attempts to get them to swear. After some saint-like self-control from his parents – who steer away from obscenities by yelling "biscuit" and "fudge" – the family visits a care home where Billy’s grandad is suffering from vascular dementia and memory loss.
The story ends as it becomes clear Billy is acting up to raise money for his grandad in a bid to find a cure for the disease.
A series of social spots show Billy’s pranks on his family, alongside TV, cinema, video-on-demand and out-of-home activity. It was created by Amber Casey and directed by Nick Gordon through Somesuch.