I've been enjoying Digital Arts's "i-Filter" campaign for weeks now, so I decided it was time to share.
Whoever directed this photo shoot was a genius. The girl's expression is pure gold, of course, but the rest of it is jammed full of symbolism too. Mom may have her back turned, but look at her apron and intra-kitchen positioning: she's not a bad or neglectful parent.
(Dad is absent, but that's still the default for the Platonic Ideal of an upper-class Japanese families, so he's not neglectful either. Also, clearly whatever job he's holding down has gotten them into a nice, roomy, modern, well-lit house.)
So, to summarize: Don't get cocky. It could happen to you. Your child is "always exposed to danger" (いつも危険にさらされています). And when disaster strikes, she will pull a face like this... and lean closer to the monitor.
Additional entertainment is provided by their Why Filtering? page, which presents a survey of 217 elementary school kids in which 53.9% said that they take care not to click on "suspicious-looking" (あやしげ) links, but only 30% try their best to avoid sites with "violent, sexual, or anti-social content". It follows that nearly 1 in 4 of the children surveyed do not consider violence, sex, or anti-social activity "suspicious" at all. Those are some jaded kids.
Obligatory language note: the ad contains the line "Shitteiru' kara 'shiteiru' e, which literally means "From 'knowing [about it]' to 'doing [something about it]'", with a weak pun on shitteiru/shiteiru (knowing/doing). This was I think popularized by the Advertising Council's 2007 Shitteiru o, shiteiru e ("[turn] 'knowing' into 'doing'") environmentalist spot.