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St John Ambulance has released a hard-hitting TV ad urging people to learn first aid. Bartle Bogle Hegarty created the spot, which shows a helpless father cradling his son after he fell from a tree. It warns that a St John Ambulance volunteer can’t always be on hand to help and ends with the line: "You can be the difference between life and death." The ad is supported by an interactive video that teaches viewers how to administer first aid. The work was created by Rob Ellis and Alex Ball, and directed by Dougal Wilson through Blink. The website was built by Monterosa.