Heart Foundation unveils tough TV work

The British Heart Foundation is launching its first television campaign this week, with a hard-hitting commercial by TBWA Simons Palmer.

The British Heart Foundation is launching its first television

campaign this week, with a hard-hitting commercial by TBWA Simons

Palmer.



The 30-second spot, directed by Graham Fink through the Paul Weiland

Film Company, highlights the threat of coronary heart disease for adults

under the age of 50. More people below this age are killed by heart

disease than by road accidents.



The original campaign was conceived by Mick Mahoney and Andy Amadeo, who

have since moved to Lowe Howard-Spink. The final execution was overseen

by two of TBWA’s four creative directors, Tony Malcolm and Guy

Moore.



Maxine Smith, the director of communications for the British Heart

Foundation, said: ’Most recently, our advertising strategy has focused

on making the public aware that cardiovascular disease is a major social

issue in the UK through our red and black poster campaigns. Although

more adults are now aware of the scale of the problem, our research has

shown that younger people in particular still do not see heart disease

as an issue for them.’



Fink’s film is set to the Leonard Cohen song, Waiting for the Miracle,

and alternates between scenes of a car hurtling across various

landscapes and a man strolling along a series of walkways. It seems as

if the two are heading for a collision and, in the final scene, the man

steps out on to the street just as the car reaches him.



But instead of being run over, the man keels over from a heart attack,

as the words, ’More people under 50 die from heart disease than from

traffic accidents’ appear.



The ad, which ends with a direct response number, appears on Channel 4

and satellite stations.



Media planning and buying is by Manning Gottlieb Media.



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