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1 October 2019

Musical Mothering

by Syd Briscoe

Cbeebies: “Here When You Need It To Be Beebies” - 2 mins

Modern parents may have the scourge of online safety to worry about, but the internet does give them one advantage over previous generations: the ability to stick their sprogs in front of a screen when it all gets too much. The BBC's kids arm Cbeebies fully embraces that fact in this funny musical commercial, which spells out the advantages of their app in song form.

Directing team Jonny & Will have hit the nail on the head tonally, as a singer pops up in various unexpected places (most notably a fruit bowl and a tiny cupboard) to remind parents that Nanny iPad is available for when they need a break. From trying to put away the shopping unbothered to actually getting to enjoy a hot cup of coffee for a change, this is relatable work which is bound to resonate with parents of all stripes.

Creative Agency: BBC Creative
ECD: Laurent Simon
Creative Director: Tim Jones / James Cross
Creative: Westley Wood / Tim Dann
Project Manager: Matt Totterdell
Planner: Jenny Double
Agency Producer: Lucy Dawson
Film Production: Blinkink Ⓟ Ⓦ
Director: Jonny & Will Ⓟ Ⓦ
Producer: Cindy Burnay
Head of Production: James Wood
Executive Producer: Bart Yates
Cinematographer: Ben Jones
Editor: Ryan Boucher Ⓦ @ Whitehouse Post Ⓟ Ⓦ
Post Production: Blinkink Studio Ⓟ Ⓦ
Compositor: Simone Ghilardotti
Cinema Audio Mix : Alex Wilson-Thame @ Jungle Ⓟ Ⓦ

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