Why we're loving...Vicki Maguire, creative director, Grey London

Maguire is the writer and art director of the new British Heart Foundation spot.

Vicki Maguire masterminded the BHF ad
Vicki Maguire masterminded the BHF ad

WHY - Writing on the Creative Circle blog, Rapier's Ed Morris says of the ad: "If you're young in this game, watch it, study it, soak it up and weep that you didn't do it."

HOW -
Maguire says: "Show someone how to save a life. In 40 seconds. To music. I've had easier briefs. But the BHF has got balls. We learnt from The Angina Monologues that humour engages an audience far more than finger-wagging. The writing was a nightmare. There's no fat on that script. Every bit of dialogue has a job to do. Loved it."

INSIDE MAGUIRE

My CV ... I've worked at Ogilvy London, Wieden & Kennedy London, Mojo Sydney, StrawberryFrog Amsterdam. I've been at Grey just over two years, working on the BHF (The Angina Monologues), Cathedral City and Clover.

The reason I got into advertising was ... I failed as a fashion designer.

My best career bits so far are ... getting fired.

The biggest influence on my career has been ... the fashion designer Paul Smith: "If you can't draw, Vicki, write it down instead."

I'm inspired by ... any old shite.

My favourite ad is ... Nike "Park Life".

You probably don't know this but I ... have a sweetshop in the East End, called Suck and Chew.

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