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| Thank you for the days. | |
| by Andrew MacGregor | |
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When DAVID's father passed away, it was a chance to remember all the times he'd been there for him. He opened the door when keys were lost on a night out, reminded him that one bad exam was not the end of the world, and helped him drive his first car home (DAVID would still be in the dealership car park otherwise). The Department for Work and Pensions hope this commercial directed by Tony Barry prompts a similar flood of memories. Scored by a cover of 'Days' by the Kinks, the ad centres on a mum and dad who always answered the call of duty, cleaned up every spill, and rescued every vinyl record from oblivion. Dad even braves the passenger seat as he son learns to drive use the windscreen wipers. So, how's he (and adult children just like him) meant to pay all this back? For starters, he lets them know about Pension Credit, a benefit that could make retirement pay off even more. Some have found it more stressful than others, though—let's hope this thoughtful gesture doesn't lead to an estrangement!
Product Category: Government Departments
Territory: UK
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