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Sir John Hurt, David Mitchell, Johnny Vegas and David Walliams all lend their voices to St John Ambulance’s new campaign about choking. Bartle Bogle Hegarty created the spot, which opens on a collection of inanimate objects including a chewed pen lid and a toy doll, which talk about the risk they pose to children. The spot then demonstrates how to treat a choking child by having the Jelly Baby cough up a peanut. It was created by Matt Moreland, Chris Clarke, Rob Ellis and Alex Ball, and directed by Si & Ad through Academy.