British Heart Foundation "Swear jar" by MullenLowe

British Heart Foundation hopes to drive donations with a swear jar.

The ad follows Billy’s rampage against his family as he attempts to get them to swear. After some saint-like self-control from his parents – who steer away from obscenities by yelling "biscuit" and "fudge" – the family visits a care home where Billy’s grandad is suffering from vascular dementia and memory loss. 

The story ends as it becomes clear Billy is acting up to raise money for his grandad in a bid to find a cure for the disease. 

A series of social spots show Billy’s pranks on his family, alongside TV, cinema, video-on-demand and out-of-home activity.  It was created by Amber Casey and directed by Nick Gordon through Somesuch.

Credits

Agency
Executive creative director
Creative lead
Senior creative
Account director
Account manager
Account executive
Chief strategic officer
TV producer
Creative producer
Designer
Digital designer
Production company
Director
Producer
Executive producer
Production manager
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Production designer
Costume designer
1st AD
Editing house
Assistant editor
Post production company
2D lead artist
2D artist
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Sound and music company
Sound design
Composer
Music supervisor
Stills production company
Producer
Photographer
Director of marketing & engagement (British Heart Foundation)
Director of brand & marketing (British Heart Foundation)
Head of brand marketing (British Heart Foundation)
Brand marketing manager (British Heart Foundation)
Senior brand marketing executives (British Heart Foundation)
Interim director of legacies and individual giving (British Heart Foundation)
Interim head of individual giving (British Heart Foundation)