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Childline “It Follows Me Around” 2013

Childline “It Follows Me Around” (2013) is a Childline commercial directed by Ben Liam Jones, produced by ShootMedia. It won 4 awards, including LIA 2013 Gold — Production & Post-Production / Direction and Cannes Lions 2013 Film Bronze.

A young boy dreams of a better life as a professional footballer, but his reality is marred by domestic abuse and neglect, leading him to seek help from Childline.

Video: Childline on YouTube

Shot by shot

  1. A person's hands are shown in a close-up, typing on a small, dark-colored mobile phone with a physical keyboard.© Childline0:03
  2. A man in his 30s drinks beer on a sofa while a teen boy sits next to him, both watching TV in a dimly lit living room.© Childline0:24
  3. A young male student in a white shirt and tie looks at someone off-camera, with a window in the background.© Childline0:35
  4. A bicycle falls to the ground on a suburban street on a sunny day, with houses and trees in the background.© Childline0:53
  5. A man in a dark jacket puts his arm around a boy in a blue shirt, who then walks away, under a cloudy sky.© Childline1:12
  6. A man with stubble drinks from a glass of amber liquid, his face contorted in a grimace, in a dimly lit interior.© Childline1:51
  7. A young boy with dark hair, wearing a grey polo shirt, looks over his shoulder with a worried expression as an adult's back is seen in the foreground, in a dimly lit hallway.© Childline2:20
  8. A young woman with dark hair, wearing a pink top, holds a microphone and sings passionately in an interior setting.© Childline2:45
  9. A young boy in a blue polo shirt looks fearfully from a doorway at an adult male's back in a dimly lit interior.© Childline3:24
  10. A man in a plaid shirt enters a room, looking at a younger person whose back is to the camera, in a dimly lit interior.© Childline3:50
  11. A male teen in a school uniform walks slowly down a long, empty school hallway lined with lockers, looking distressed.© Childline4:04
  12. A child's hand with visible scars slides along a green metal fence in a park on a sunny day.© Childline4:18

Stills © Childline. Made by ShootMedia and Ben Liam Jones.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

A boy's dreams are juxtaposed with his harsh reality of domestic abuse.

Tagline: “It doesn't have to be like this.”

dream vs. realitychild's perspectivedomestic abuseseeking helpfootball dreamshidden struggles

The cut

Length
295 s
Shots
138
Average shot
2.1 s

What creatives use Childline “It Follows Me Around” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Childline “It Follows Me Around”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A person's hands are shown in a close-up, typing on a small, dark-colored mobile phone with a physical keyboard.© ChildlineA man in his 30s drinks beer on a sofa while a teen boy sits next to him, both watching TV in a dimly lit living room.© ChildlineA young male student in a white shirt and tie looks at someone off-camera, with a window in the background.© ChildlineA bicycle falls to the ground on a suburban street on a sunny day, with houses and trees in the background.© Childline
    Frames from Childline “It Follows Me Around”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Childline “It Follows Me Around” in order, with its length, framing and what happens in it.

    A person's hands are shown in a close-up, typing on a small, dark-colored mobile phone with a physical keyboard.© ChildlineA man in his 30s drinks beer on a sofa while a teen boy sits next to him, both watching TV in a dimly lit living room.© ChildlineA young male student in a white shirt and tie looks at someone off-camera, with a window in the background.© ChildlineA bicycle falls to the ground on a suburban street on a sunny day, with houses and trees in the background.© ChildlineA man in a dark jacket puts his arm around a boy in a blue shirt, who then walks away, under a cloudy sky.© ChildlineA man with stubble drinks from a glass of amber liquid, his face contorted in a grimace, in a dimly lit interior.© Childline
    Length: 295 s · Shots: 138 · Average shot: 2.1 s

  3. 03Ad ideas: every spot built on a dream vs. reality

    Before you present an idea, you need to know who has done it, and how.

    Childline “It Follows Me Around” is built on a dream vs. reality. Search the library by idea to see every spot that uses it.

    Dr. Giorgini “Because you never know”© Dr. GiorginiCitroen “Can't wait for the road”© CitroenPeruRail “Overthinking”© PeruRailSprite “Refreshing Truths”© Sprite
    Dr. Giorgini · Citroen · PeruRail · Sprite

More commercials by Ben Liam Jones

  • Sky "Mother and Daughter" (2018) commercial still© SkySky “Mother and Daughter” 2018Dir. Ben Liam Jones · WCRSBritish Arrows Silver 2018
  • The MND Association "MND Association - The Life You Love" (2026) commercial still© The MND AssociationThe MND Association “MND Association - The Life You Love” 2026Dir. Ben Liam Jones · Pablo
  • IKEA "Ikea - France" (2026) commercial still© IKEAIKEA “Ikea - France” 2026Dir. Ben Liam Jones
  • Sainsbury's "Back To School" (2026) commercial still© Sainsbury'sSainsbury's “Back To School” 2026Dir. Ben Liam Jones
  • AXA "Know You Can" (2026) commercial still© AXAAXA “Know You Can” 2026Dir. Ben Liam Jones
  • Center Parcs "Bears" (2026) commercial still© Center ParcsCenter Parcs “Bears” 2026Dir. Ben Liam Jones · Mr. Bronx Audio Post

Award-winning public service & ngo commercials

  • WWF "In Hot Water" (2025) commercial still© WWFWWF “In Hot Water” 2025Dir. Yannis Konstantinidis · NOMINTClio Awards Grand Prix 2025
  • Fire and Emergency New Zealand "You’re Cooked" (2024) commercial still© Fire and Emergency New ZealandFire and Emergency New Zealand “You’re Cooked” 2024Motion SicknessEffie Awards Grand Prix 2024
  • truth "Depression Stick" (2023) commercial still© truthtruth “Depression Stick” 2023Mojo SupermarketEffie Awards Grand Prix 2023
  • New Zealand Government "Unite Against COVID-19" (2022) commercial still© New Zealand GovernmentNew Zealand Government “Unite Against COVID-19” 2022Clemenger BBDOEffie Awards Grand Prix 2022
  • OCEDEL "Firefly Man" (2016) commercial still© OCEDELOCEDEL “Firefly Man” 2016Dir. Wataru Sato · DRILLAdFest Grand Prix 2016
  • Epuron / German Ministry for the Environment "Power Of Wind" (2008) commercial still© Epuron / German Ministry for the EnvironmentEpuron / German Ministry for the Environment “Power Of Wind” 2008Dir. The Vikings · Nordpol+Eurobest Grand Prix 2007

Questions

Who directed the Childline “It Follows Me Around” commercial?

Ben Liam Jones directed it, produced by ShootMedia.

What awards did Childline “It Follows Me Around” win?

4 awards, including LIA 2013 Gold — Production & Post-Production / Direction, LIA 2013 Gold — Production & Post-Production / Editing, Cannes Lions 2013 Film Bronze and LIA 2013 Grand LIA — Production & Post-Production.

What is the tagline of Childline “It Follows Me Around”?

“It doesn't have to be like this.”

Sources for the credits and awards

The WorkThe Workweb.archive.org