That was disturbing but really gets the point across.

What a startlingly good actor. Very disturbing.

Holy sh1t. That’s effective. Brilliantly disturbing.

There are other ads on the radio with a child saying that he’s a “stupid little cry-baby” which are equally harrowing. Are they from the same stable?

It really is very harrowing, I had a lump in my throat watching that. But to eradicate child abuse harrowing advertising campaigns like these are needed.

That definitely deserved to win the award. Even with the little tyke acting, I still felt very anxious for him.

Ouff! The fact that it was a male never crossed my mind in the viewing, until the comment. It packs a big message! If there was a second one with a female the message is well delivered.

Very well deserved award. We have great talent in this country.

Excellent ad really really gets the message out, like the radio one where the little girl says ‘she a little thick’, always makes me stop and listen!

@Nicky, your point makes no sense, that’s like saying only uneducated people are victims of domestic violence, alcoholism or drug addiction.nChild abuse can happen in any house. You don’t know what goes on behind closed doors and don’t assume that just because a child attends a good school, dresses well and is articulate that they aren’t liable to be victims of abuse.

Great ad! Sad for all the souls who gave it a thumbs down! Guilty of something are u?

Award my arse, this advert was deemed to be offensive and in breach of advertising standards last year. The complaint was upheld by the Advertising Standards Authority for Ireland and can be viewed here http://www.asai.ie/complaint_view.asp?CID=898&BID=42

The award was for “direction” which was excellent but the advertisement sadly portrays a scenario that feels staged and unrealistic. The child actor is superb but still isn’t able to shake off his acting school elocution. I’m sure children in his situation are usually a lot less articulate. Also, there is a very important line at the end of the advertisement which was meant to convey a message which was totally lost on the viewer: “I can’t wait until I grow up”.

Shock tactics don’t always work in advertising. This is an absolute extreme, but child abuse comes in many forms and is probably rarely this violent. No one needs to be told that bouncing a helpless kid’s head off a wall is wrong. It’s awareness of the more subtle forms of child abuse that need greater attention.

Now quick get your credit cards out and make a donation quick….those ISPCC executives can’t live on fresh air you know!!!! nnMoney money money…yee har…. nnKids??? What kids???