British Heart Foundation 'under my skin' by Lowe London

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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.

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Released: 25 October 2005


Project name
Under My Skin
Betty McBride, director of policy and communications, British Heart Foundation
To highlight the damage smoking does to heart health
Creative agency
Lowe London
Ed Morris, Tom Hudson
Art director
Ed Morris, Lee Goulding
Gorse Jeffries
Media agency
Manning Gottlieb OMD
Media planner
Claire Marker
Production company
Gorgeous Films
Frank Budgen
John Smith
Moving Picture Company
Audio post-production
National TV

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