A new iconic TV advertisement from award-winning director Simon Ratigan is set to hit the screens of families across the Midlands from January 7. The 'First Words' advert, the first non-governmental TV advertising around the Child Trust Fund (CTF), comes from long-term savings for children specialists The Children's Mutual (http:// www.thechildrensmutual.co.uk).

Featuring what is being billed as 'an incredibly tender moment between a loving father and his newborn son', with the father thinking about his hopes and fears for his son's future, the advert breaks the mould of traditional financial services advertising.

For The Children's Mutual, this television advertisement marks a significant stage in its 126-year history. Although the company has been increasing its focus on long-term savings for children for more than 50 years, it rebranded from Tunbridge Wells Equitable Friendly Society to The Children's Mutual in 2003 on becoming the UK's only company specialising solely in the market. Since then, the company has grown its brand through direct marketing, web and online promotion, retail partnerships and public relations activity. It is the leading commentator on the Child Trust Fund and saving for children. The Children's Mutual appointed creative agency, Mustoes, in 2007 to develop above-the-line activity.

'First Words' will appear on ITV1 and Channel 4 in the Midlands for six weeks and also features The Children's Mutual strap line 'Home of the Child Trust Fund’. With every child under five eligible for a Child Trust Fund long-term savings account, the advertising has been created to reach parents with eligible children, as well as those who are thinking about having a family in the near future.

Appointed in June 2007 to help develop The Children's Mutual as a consumer brand, Tony Anderson, Marketing Director, said: "The Children's Mutual is at a very exciting stage in its development. The Child Trust Fund is the UK's first universal savings product and with more than three million accounts open, it is now considered part of mainstream financial services. As a leading provider of Child Trust Funds, it is essential that we help families understand the importance of saving and investing for their child over the long term.

"We appointed Mustoes as our creative agency to help us build emotional appeal and familiarity with The Children's Mutual's brand among families. This advertising marks our first above-the-line activity to reach the parents, grandparents, friends and family of the Child Trust Fund generation."

The Children's Mutual has twice won the only Child Trust Fund accolade, the Investment, Life & Pensions Moneyfacts "Best CTF Provider" award, and is also recognised by the Superbrands Council as a Kids Superbrand, an award for companies that demonstrate a high level of awareness and communication with their customers.

'First Words' can also be viewed online at http://www.thechildrensmutual.co.uk from 7 January 2008.