Judge: Martin Loraine, deputy executive creative director, Abbott Mead Vickers BBDO
The writer/director Billy Wilder had a rule: “Grab ‘em by the throat and never let ‘em go.”
And that’s why I chose this spot, for NHS Blood & Transplant.
The commercial begins: “I’m there as she’s rushed down the corridor of A&E. Her bloodied hands are hanging limp from the side of the hospital bed …” Then, throats grabbed, the protagonist’s point of view flips – from an A&E corridor to a supermarket aisle. Because she is a blood donor, and she’s saving someone’s life while getting on with her own.
Here is a tight script – drama, totally at the service of the message. A simple but arresting narrative technique, too. And a single voice backed by sparse, meaningful use of special effects.
Client NHS Blood & Transplant
Creatives Tom Dixon, Jo Griffin
Producer Kaiya Taffel
Sound house Wave Studios
Engineer Martin Leitner