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Kids grow up fast so parents should play with theirs as often as possible - and work up a thirst in the process - according to Robinsons' new campaign.

Bartle Bogle Hegarty created a TV ad, in which a child turns into an adult right before his parents’ eyes. The spot is similar in concept to John Lewis’ "never knowingly undersold" but differentiates itself in style by sometimes turning to special effects to demonstrate the boy’s growth spurts. It was created by Nikki Lindman and Toby Brewer, and directed by Tom Tagholm through Park Pictures.