Hard-hitting ad from The Brand Agency, Perth
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.
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