Becky and Joe direct Nursery Rhymes Inc. for St John’s Ambulance

Featuring the voices of Adam Buxton and Tim Key, a new advert directed by Becky and Joe, the creators of Don’t Hug Me I’m Scared, explains the actions that should be taken if a baby stops breathing. Produced for St John’s Ambulance the advert sees a cast of puppets including Jack and Jill, Humpty Dumpty and Incy Wincy star in Nursery Rhymes Inc. that teaches baby CPR in a short, clear and reassuring way to help parents remember what to do in an emergency.

Created by BBH London the advert will air on terrestrial TV in the UK tonight and has a score written by Baker Terry. Nursery Rhymes Inc. follows on from last year’s award-winning The Chokeables, which taught parents how to help a choking baby and is credited with saving the lives of 46 children since its launch. The video, which has had over 10 million views online, forms part of the charity’s vision that everyone should know first aid.

Ian Heartfield, Creative Director at BBH London, said: “Baby CPR is a difficult and scary thing to talk about. No one wants to think about it, let alone learn it. So we have to do everything we can to make people sit up and take notice. We hope that puppeteered nursery rhyme characters on the brink of a nervous breakdown will do the trick.”