Blog
A4ade54602
Income Generation News
Charity Insight Contributor
Published 25 February 2011

We ask a creative agency to analyse a charity brand.

This month:

The British Heart Foundation
Richard Hayter struggles with a BHF advert

  • The British Heart Foundation's latest commercial starts off with a great creative idea around the impact heart disease can have on a family.
  • "Whoever says heart failure isn't catching..." is a cracking concept (and a well-written line) that really drew me in to the ad.
  • But just as I'm ready to hear more about the effect that our heroine's illness has had on her family, I'm confronted with a confusing story about the zebra fish and its in-built ability to repair heart damage.
  • Apparently, BHF scientists are studying the fish in attempt to replicate the effect in humans. Interesting, but confusing: a human story suddenly supplanted by one about a fish. It feels like two ads forced together by indecision.
  • When compared to previous ads such as the inspired "watch your own heart attack" (featuring a typically full-on performance from Steven Berkoff) of two years ago, the zebra fish ad is meek and eminently forgettable.
  • I hope this work is effective as the BHF do great work. However, I fear the confused narrative and lack of impact may result in disappointing results.

 

Richard Hayter, Executive creative director
The Gate Worldwide

Mail sent successfully

Tell your friend about this article

Please enter a valid email address

Please enter your name

  • Share:

Comments

Post a comment

Comments may be moderated for spam, obscenities or defamation.
Income Generation News