Saatchis highlights stress of children in new NSPCC ads

The NSPCC compares a baby's cries with a pneumatic drill and the demands of a toddler with the constant shouts of an army officer, in the latest tranche of its Full Stop campaign by Saatchi & Saatchi.

The ads, directed by Paul Gay through Outrider, highlight that stress can be exacerbated by children's normal behaviour, such as crying. Two 20-second television ads break on 24 February for two weeks and will be supported by a press and poster campaign running for three weeks from March. Media planning was handled in-house, with meida buying through ZenithOptimedia.

The first spot shows a man becoming increasingly stressed by the noise of a road drill filling his front room. He tries to escape and hide in the garden, but the sound follows him back into the house, where his baby lies screaming.

Another spot shows an exhausted woman hounded round her house by a bossy American army officer. She finally cracks and begins to lash out at what is actually her small toddler. In both spots, the sound cuts suddenly to reveal the line: "It's enough to test anyone. Before you cross that line, call 0800 800 5000. Supported parents means safer children."

John Grounds, the NSPCC director of communications, said: "A baby's scream can be as loud as a road drill. A normal toddler makes more than 100 demands every day. We wanted to get a message to parents that it's this normal behaviour which can act as a trigger for abuse in a way which doesn't lecture them."

The ads were written by Mike Sutherland and art directed by Duncan Marshall.