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Hard & Fast with Vinnie

One of the best advertising campaigns I have seen in a long time, the British Heart Foundation’s ‘Hard and Fast’ campaign featuring Vinnie Jones is superb. Using Hollywood ‘hardman’ Vinnie Jones as the main character, the TV ad is memorable and entertaining yet clearly communicates the key message of Hands Only CPR – no kissing – ‘you only kiss your misses on the lips’!

The choice of music ‘Stayin’ Alive’ by the Bee Gees could not be better especially with Vinnie’s associates swaying in the background as he revives his ‘one he made earlier’. And the final sign off message with ‘hard’ and ‘fast’ tattooed on his fingers is brilliant.

This integrated marketing campaign has been carried across social media through YouTube, Twitter, digital ads, apps and literature. It is effective because its target market, the general public, can understand quickly what to do during a medical emergency, even if they have not had CPR training.

There is no doubt that the Hard and Fast campaign will save lives as Vinnie Jones springs to mind…and we all start humming ‘Stayin’ Alive’!

What are your thoughts on this campaign?

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