Creative Spotlight: British Heart Foundation “Til I died”

“England ’til I die! I’m England ‘til I die!” is one of the less creative chants most of us associate with the more enthusiastic Three Lion supporters at international tournaments. However this month’s Stand out Ad by Saatchi&Saatchi uses the chant creatively to shine a light on a little known killer: Sudden Cardiac Death.

The ad, which launched just ahead of this year’s Euros, is for the British Heart Foundation to raise funds for vital research. It features the voice of a father, talking about how his football mad daughter Claire was England until she died and how she is one of an average 12 who die each week. The ad, which is designed to shock an audience expecting something Euro related, follows other, equally stand out radio campaigns for BHF.