"Ask (DC)"

19 February 2026

30s

The creeping insidiousness of male toxicity.

This is an important film aimed at parents of boys who are at a vulnerable stage of their development which makes them susceptible to toxic online content. Mots of the ad is a slow zoom towards the protagonist while Jim Johnson - the excellent voiceover artist - let's us know what he's looking at, and the striking thing is how life can be carrying on around someone who is being affected by this content, without their knowledge.

Director Zak Razvi keeps it simple in the obvious hope that parents will recognise that support is available, and will seek it if they feel they need it. This is a horrible aspect of modern society and, if left unchecked, will create a whole new generation of male predators so well done to all concerned for doing what they can to combat it.

UK

Government Departments