It is very easy to overuse kids. They are very catchy on radio, and there is hardly a product out there that wont benefit from some dimply brat yodelling the product name. Use them too often, however, and their appeal can ware off very fast.

However, when a good use comes along, you should go for it. The Nanny commercial I wrote for Black Pig was one good example. Another, and more obvious one perhaps, is the music I have just produced for Northamptonshire Childcare services. The idea wasn't mine, the creative at Northants 96 come up with that, but the execution was. A gentle bit of orchestra and a handful of willing voices from the local theatre school and we have the perfect accompaniment for their message and help to get across an awkward phone number.

Great, sensible advertising.