British Heart Foundation 'under my skin' by Lowe London

Lowe London has created its first campaign for The British Heart Foundation since winning the account in July. Directed by Frank Budgen, the ads depict the frightening fact that every cigarette you smoke is damaging the health of your heart. The spots are set to the Frank Sinatra's version of 'Under My Skin'. However, the lyric "I've got you under my skin, deep in the heart of me, so deep in my heart you're really a part of me," becomes a disturbing metaphor for the unseen damage caused by smoking when fatty deposits are seen moving through the veins of smokers.