To support the call for entries for The One Show 2020, DAVID Miami rolls out “Medicine Avenue,” a campaign that is a take-off on episode previews for TV medical dramas. The campaign launches with “Ambulance,” the first of three films, the balance of which will be released in the coming months.
Playing off the style of TV episode previews, complete with scenes of frenzied operating rooms, emotional interactions between doctors, moody music and cliffhangers, the film campaign pokes fun at the creative process by replacing medical terminology with dubbed dialogue of ad jargon commonly heard in agencies around the world.
Each spot carries the tagline “The 2022 One Show. It’s worth all the drama.”
“Advertising doesn’t save lives, they say. Yet people in our industry tend to take their jobs a little too seriously – especially when it comes to awards,” said Rafael Donato, CCO, DAVID Miami. “So for this year’s One Show campaign, we created an actual drama series, ‘Medicine Avenue’, which spoofs all the drama we create for ourselves in our day-to-day. It’s a little self-deprecation we hope everyone will identify with, and we sincerely appreciate The One Show for letting us poke fun at ourselves like this.”
Santi Elias via production house Primo directed “Ambulance.”
CreditsClient The One Club for Creativity for The One Show 2022 Agency DAVID Miami Pancho Cassis, global chief creative officer & partner; Rafael Donato, chief creative officer; Sergio Takahata, Nellie Santee, associate creative directors; Joao Viegas, sr. art director; Vanessa de Beaumont, sr. copywriter; Brenda Morrison Fell, executive producer; Esteffania Najera, sr. producer; Margarita Castro, associate producer. Production Company Primo Santi Elias, director; Caro Cordini, exec producer; Gala Gonzalez Costes, producer; Gabriel Ferrari, head of production. Production Services, Uruguay Metanoia German Nocella, DP; German Zecchi, AD; Mariano Rivero, production manager; Gabriela de Armas, stylist. Postproduction Primo Post Sebas Lopez, post producer; Paula Baialardo, editor; Dani Carrizo, colorist. Sound Pickle Music, music, music publisher, sound design, voiceover & mix Alexis Estiz, music creative director, composer; Sebastian Fucci, Dario Calequi, composers; Lupita Alvarez
NHS England, M&C Saatchi UK, Director Tom Tagholm Team On PSA Highlighting The Overlooked Signs Of A Stroke
National Health Service (NHS) England has unveiled a multichannel campaign, “Act FAST,” to raise awareness of the individual signs of a stroke and get people to call 999 as soon as they suspect they may be experiencing any one symptom. The push, which is part of the ongoing “Help Us, Help You” campaign, was developed in partnership with M&C Saatchi UK.
The campaign depicts everyday situations where everything might seem relatively normal, but where there’s the sign of someone experiencing a stroke.
A key component of the campaign is this :30--directed by Tom Tagholm of Various Films--which sets up the idea that initially, a stroke might not seem like much, highlighting key symptoms: from struggling to use a paint roller, to not being able to smile when watching TV, to slurring your speech when reading a story to your grandchild. The PSA emphasizes that time is critical, ending with the line: “Face or arm or speech, at the first sign, it’s time to call 999.”
Jo Bacon, Group CEO, M&C Saatchi UK, said, “We want to ensure people take action on the first symptom, rather than waiting for more conclusive signs. To help them understand that even when everything seems normal, something serious might be happening.”
Matt Lee, executive creative director, M&C Saatchi UK, commented: “This is important work. We wanted to explore that precise moment when your world shifts, quietly yet powerfully, off its axis during a stroke. We highlight how a tiny external moment can actually be seismic—an extraordinary gear change, framed in a really ordinary way.”
Director Tagholm shared, “My Dad suffered a stroke a few years ago and was saved from the worst by acting quickly, and by the work of the NHS. So there’s... Read More