AMV reveals first heart ads

A hard-hitting commercial showing how a legacy of smoking, drinking, bad diet and insufficient exercise build into a massive heart attack for a family man is being used to shock potential victims into changing their habits.

A hard-hitting commercial showing how a legacy of smoking,

drinking, bad diet and insufficient exercise build into a massive heart

attack for a family man is being used to shock potential victims into

changing their habits.



The initiative, by the British Heart Foundation, will break on national

TV next Wednesday in a four-week campaign aimed at countering the belief

that coronary heart disease affects only the elderly.



The message is underlined by the regular appearance of a double-decker

bus throughout the film. The device was included in response to comments

from men in research groups that they might as well enjoy themselves

because they could be hit by a bus at any time.



The campaign is the first to be produced by Abbott Mead Vickers BBDO

since it took over the Foundation’s pounds 1.4 million account seven

months ago. The commercial follows a man from the laddish lifestyle of

his youth to his middle years, where he struggles to keep up with his

children during a kickabout. It ends in a cardiac ward with him

surrounded by his shocked family.



The film was written by Tony Malcolm, art directed by Guy Moore and

directed by Pedro Romhanyi for Outsider Films.



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