Axa's artistic spot encourages people to speak up about their mental health.
Featuring Liverpool FC defender Sophie Bradley-Auckland, the ad brings to light feelings of isolation and helplessness experienced by people who have had difficulties with their mental health. A spoken-word poem by Aiysha Humphreys sparks a more optimistic note as individuals take steps to talk with others about their well-being, either through support groups, family members or teammates.
It launches alongside a shorter 30-second version and social cutdowns, as well as TV, online and press activity. The work was written by Andrew Long, art directed by James Millers and directed by Jones & Tino through Stink. The media agency is Havas Media.