This ad follows the story of a boy who appears to have been left home alone to fend for himself. We see him doing things you’d expect his mother to do for him. We see the boy making breakfast, getting dressed, taking a bath, putting a plaster on a grazed knee, reading himself a bedtime story. All he has for company is his teddy bear. As he lies on the bed holding a family photo to his chest, we see a super that says: We’re here to help answer one of the hardest questions. Where’s Mum?