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

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 How Sainsbury's ads revolutionised the UK's food culture

Abbott Mead Vickers' press ads for Sainsbury's in the 1980s formed the most influential and culturally significant campaign the UK has ever produced, argues Paul Burke.

Just published