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Hard-hitting ad from The Brand Agency, Perth

The Brand Agency, Perth, has launched Break the Barrier, a terrifying new ad for St John Ambulance Western Australia.

The hard-hitting spot is aimed at people who don’t have first-aid training, and is being delivered in 60, 30 and 15 seconds formats.

Shot in Perth and directed by Penguin Empire’s Grant Sputore, the commercial shows a calm, content mother happily watching her little boy playing in a pool until he hits his head and disappears underwater.

The mother rushes to his aid, appearing to crawl across the surface of the water on an invisible barrier – a barrier which prevents her reaching her drowning child despite her desperate attempts to break through.

The Brand Agency creative director Craig Buchanan said that there were huge production challenges while making the ad: “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 be handled in a sensitive manner. Grant Sputore did an outstanding job. To achieve that level of performance in an actor is no easy feat.”

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 integrated campaign plan includes radio, print, direct marketing and extensive online advertising, with planning and buying via The Brand Agency media team.

 

You can watch the ad below.

 

Credits:

Creative team: Craig Buchanan and David Donald

Agency producer: Gemma Kay

Media Ddrector: 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



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