“Helpless”, a television commercial for St John Ambulance, has won one of the Gold Awards at this year’s British Arrows Awards. First aid can be the difference between life and death. Up to 140,000 people die each year in situations where first aid could have helped save their lives. This is as many as die from cancer.”Helpless” shows the story of a man whose struggle against cancer comes to a senseless end when he chokes on food at a party. Viewers are encouraged to learn first aid with the help of a kit from St John Ambulance.
Established as the British Television Advertising Awards in 1976, the British Arrows recognise and reward the best television, online, outdoor and cinema commercials made by British advertising agencies and production companies. Commercial of the Year for 2013 was “Meet the Superhumans” by Channel 4.
The Helpless ad was developed at BBH, London, by creative directors Matt Doman and Ian Heartfield, copywriter Dan Morris, art director Charlene Chandrasekaran and agency producer Matthew Towell.
Post production was done at MPC, London by VFX producer Ian Luxford, VFX supervisor Kamen Markov and colorist Jean-Clement Soret.