The latest TV ad from Halfords evokes memories when children, before 'stranger danger' and Health and Safety dictats, could roam free: cycling, hitting tin cans with catapults, swinging from trees.
" This summer we want to remind families how great trips and holidays together can be," said a statement from Halfords.
"Our advert set to the 70s anthem 'Into the Valley' by The Skids brings to life those nostalgic, happy memories from trips and holidays of our childhood to show that the best trips can last a lifetime. "
The advert follows four children on a summer family trip. A boy and girl from the 1970s play with a present day brother and sister (guess which ones are wearing bicycle helmets).
Halfords said: "In a time when it's easy for children to get stuck indoors on computer games, we wanted to show how easy it is to pack up, get out and enjoy the freedom of the great outdoors, whether it be a week away camping or a cycling day trip."
INSPIRED? Here's some more info on how to get kids outdoors and on their bikes...
Sustrans: free range kids
Lenore Skenazy: the originator of free range kids
Tim Gill: Rethinking childhood.