Writer of viral internet safety ad ‘wanted it to feel like the opening to a Black Mirror episode’

In November, Ireland’s Data Protection Commission (DPC) released an advertisement aimed at increasing awareness about the risks associated with sharing images and videos of children online. The ad has since garnered over 80 million views worldwide, prompting discussions about online practices among parents.

Mark Tuthill, Creative Director at Core Creative and writer of the ad, noted its widespread impact in a recent LinkedIn post. He suggested that its emotional weight and realistic portrayal resonated with viewers due to parents’ growing concerns about internet safety. The commercial, part of the DPC’s ‘pause before you post’ campaign, emphasizes the potential dangers of ‘sharenting,’ where parents frequently share children’s images on social media.

Tuthill explained that the ad was designed to feel less like a traditional commercial and more like a moment from a drama series, which may have contributed to its relatability. The aim was to create a grounded visual narrative that highlights concerns about privacy and security in an age where digital footprints can be easily traced.

The ad illustrates how seemingly innocent posts can result in strangers collecting substantial personal information about children. The DPC’s initiative is receiving attention for its innovative approach to a critical issue in the digital landscape.