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.