We are the NHS
Russell Ramsey interim executive creative director at Crispin Porter+Bogusky chose this ad because…
I’ve always admired Maxine Peake as an actor and I instantly recognised her voice on this simple and engaging ad for the NHS. I know she took some heat for being paid for this, but let’s not forget the NHS isn’t a charity. Does the Health Minister get paid?
It’s quite unusual for radio to be used in such a calm, emotional way. No fast talking or shouting. No offers, no information overload, no over-explanation and no list of benefits.
Maxine gently talks to us as if she were sitting just a few feet away. Just about staying on the right side of schmaltz, she stimulates a feeling of pride in the great things the NHS does and then, ever so gently, lets us know that they’re recruiting. No fuss, no drama. No mention of the fact that the whole campaign is necessary because of the staff shortages brought about by Brexit.
Client NHS England
Creative agency MullenLowe London
Creative directors Lovisa Silburn, Hugh Todd
Executive creative director Mark Elwood
Chief creative officer Jose Miguel Sokolof
Producer Vanessa Hunt
Post production 750 MPH
Sound designer Ben Gulvin
Voice Maxine Peake