The British Heart Foundation is raising awareness of the latest approaches to CPR (cardiopulmonary resuscitation) with the help of Vinnie Jones, an exfootballer who has played the role of enforcer in films such as Guy Ritchie’s Lock Stock and Two Smoking Barrels. Jones, accompanied by two henchmen, brings in a recently eliminated victim to demonstrate how to do hands only CPR (you only ever kiss your missus on the lips), using the the BeeGees track “Stayin’ Alive”. The resulting creative is available in a TV advert, a training video, and an interactive section of the British Heart Foundation website.
Click on the image below to play the Hard & Fast training video in YouTube (HD)
The Hard & Fast campaign was developed at Grey London by executive creative director Vicki Maguire, account director Camilla Ashenhurst, account planner Simon White, agency producers Daisy Mellors and Jacqueline Dobrin.
Filming was shot by director Wayne McClammy via Hungry Man with executive producers Kevin Byrne and Matt Buels, line producers Camilla Cullen and Nate Young, director of photography Fraser Taggart, production designer Nick Foley Oates.