The Children's Mutual is running an advertising campaign that aims to persuade parents to save for their children by playing on their consciences.
The campaign uses slogans such as: Providing for children takes a lot of time, love – and money.
The first of two 20-second TV ads features a mum struggling to inflate a paddling pool while her daughter wanders off and loses interest. The second shows a dad playing hide and seek with his sons, who get distracted and leave him hiding behind a shed.
The friendly society recommends that parents should contribute a minimum of £50 a month to a child's savings account.
Children's Mutual, formerly Tunbridge Wells Equitable Friendly Society, rebranded after consumer research showed that more customers thought they recognised the Children's Mutual name – at the time a fictional company – rather than Tunbridge.
The society will be offering a children's portfolio aimed at encouraging saving for specific goals such as higher education, a first car or gap year.
Chief executive David White says: “The name change was a natural progression. People assumed they had already heard of it because it seemed so logical. So we opted for that rather than the other suggestion, Beanstalk.”