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