St John Ambulance creates a new nursery rhyme, to help teach baby CPR

A charming new film from St John Ambulance gently satirises the world of kids TV while delivering a serious message to parents.

The film is directed by Becky Sloan & Joseph Pelling, the creators of Don’t Hug Me I’m Scared, and features echoes of that series with its mix of knowing humour with beautifully executed children’s characters.

Set in Nursery Rhymes Inc, a factory for creating new tunes, the film sees some of the most famous figures from nursery rhymes – including Humpty Dumpty, the Incy Wincy Spider and Jack & Jill – come together to try and create a new rhyme. After struggling with writers’ block, they eventually come up with a tune, which also contains simple instructions for how to deliver baby CPR.


The film follows The Chokeables, another film from SJA that delivers important information with a light touch, in that instance how to help a choking baby.

It also brings to mind the British Heart Foundation’s excellent ad starring Vinnie Jones, which sees the actor in hard man mode while demonstrating CPR to the tune of Staying Alive. As in that film, the hope is that the catchy tune in the St John Ambulance spot will help parents remember the vital instructions contained in the song.

This new song might not be as immediately memorable as the BHF film – the familiarity of Staying Alive gives it an immediate advantage – though the gentle humour (delivered by the voices of Adam Buxton and Tim Key) and appealing characters in the SJA spot makes it eminently shareable, which of course is another important aim of campaigns such as these.

Advertising agency: BBH London
Creative director: Ian Heartfield
Creatives: Fred Rodwell, Andy Parsons
Production company: Blinkink
Directors: Becky & Joe
Post: The Mill, Blinkink Studios

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