An innocent game turns into a nightmare in this animated ad for the U.K.'s National Society for the Prevention of Cruelty to Children (NSPCC), warning kids of the dangers of sharing photos online and "sexting."
The film shows two boys playing around with a phone, and as part of the game one takes a photo of the other boy's "willy." Soon the whole school has seen it, and he's targeted by bullies, pedophiles and more. But the ultimate humiliation is waiting at home.
The film was created by Change, Leo Burnett's specialist arm dedicated to social change, and directed by Dan & Jason of Hornet Inc. Teaser TV spots running this weekend will encourage viewers to see the full version online.