The TV advert's award-winning director ShaneMeadows said he wanted to highlight the problem of emotional violence, including verbal insults and controlling behaviour such as monitoring text messages.
ShaneMeadows wrote and directed this semi-autobiographical drama, set in a British coastal town in the early eighties, about a sweet twelve-year-old, Sean (the uncanny Thomas Turgoose), whose father died fighting for England in the Falklands.