Abbott Mead Vickers.BBDO’s first work for the British Heart Foundation charity shows how a complacent young man’s unhealthy lifestyle leads to a heart attack in middle age. The national TV ad, which will run for four weeks, begins with a man in his early 20s tucking into unhealthy food, smoking and drinking heavily, then fast-forwards to show him as an unfit father struggling to keep up with his children. He eventually ends up in a cardiac ward surrounded by his shocked family. The action is interrupted by a red double-decker bus going past, echoing the man’s repeated belief that he might as well enjoy himself as he could be hit by a bus at any time. Maxine Smith, director of communications for the BHF, says: ‘The ad highlights the irony that there is far more likelihood of dying of heart disease than of being hit by a bus.’

The commercial was written by Tony Malcolm and art directed by Guy Moore.

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