This film shows moms from the Ice Age's to actual days saying “no” to their children for good reasons. It starts with a little boy trying to feed a Trex dinosaur, cut to another one unrolling a Mummy, then to a girl drawing a mustache on a Mona Lisa sketch, a boy dropping an apple over Newton’s head while climbing on a tree and, finally, the little Wright Brothers trying to jump in the Santos Dumont’s airplane at it’s first appearance to the press.

The voice over explains: Mom, you always had to say no. But now you have a great reason to say yes.

It ends with a modern mom giving a Baton Chocolate with extra milk to her son.

Cut to packshot and it signs: New Baton Cream. Now with much more milk.