British Heart Foundation 'films' baby in the womb

As the camera pans around a fully formed baby, ready to be born, looking as though it is floating in its amniotic fluid, a voiceover explains the importance of understanding inherited heart conditions

The voice is that of the unborn child. It says: "Hi, my name's Maisie, Rose or Pauline. A rubbish name isn't all the folks might give me. There's this faulty gene and if mum or dad has it, there's a 50:50 chance it could be passed onto me."

The ad uses CGI to recreate a 4D ultrasound taken of a real baby inside their mother at 40 weeks.

Brand: British Heart Foundation

Agency: Grey London

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