The Brand Agency launches ‘hard hitting’ first aid ad for St John Ambulance
The St John Ambulance in Western Australia has launched a “hard-hitting” new campaign to urge people to get first aid trained.
Created by Perth-based The Brand Agency the new campaign shows a mother watching her son playing in a swimming pool, who then knocks himself out underwater. But, when the mother goes to help, she finds there is an invisible barrier stopping her from dragging him from the pool.
St John general manager metropolitan ambulance James Sherriff said: “That’s exactly what it’s like if you haven’t had first aid training, there’s a barrier preventing you from helping the other person. No matter whether it is a loved one or complete stranger, you feel instantly powerless to lend assistance.”
The campaign led by 60, 30 and 15 second TV spots, as well as radio, print, direct marketing and online executions, with planning and buying through The Brand Agency.
Creative director Craig Buchanan said:”From a creative point of view we wanted the ‘barrier’ to be a simple metaphor for how it feels to be helpless and unable to save your child but it had to handled in a sensitive manner. Grant Sputore did an outstanding job. To achieve that level of performance in an actor is no easy feat.”
Credits:
Creative team: Craig Buchanan and David Donald
Agency Producer: Gemma Kay
Media Director: Angela Naaykens
Writer (radio): Mitch Mitchell
Director: Grant Sputore, Penguin Empire
Producer: Kelvin Munro
DoP: Allan Myles
Special effects: Last Pixel
Sound design: Brad Habib, Soundbyte
Radio production: Brainestorm
Account Director: Holly Creasey
Client: Arley Grey
It’s not hard-hitting for the sake of it. It just dramatizes a very uncomfortable truth for parents. Excellent work.
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Very good. Should make any parent think about doing first aid.
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That’s amazingly impactful. Brilliant acting from that “mother”, I haven’t welled up with tears for a long time watching an ad. Fantastic.
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Very impressive. A brilliant execution on just about every advertising parameter. Well done to all involved. And I hope Jack survived.
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