Watch the full ad here:

Vicki's thoughts:

"The brief was simple.

Teach the UK public how to perform Bystander CPR.

The only problem was, it’s not just that the majority of Brits didn’t know how to do it.. Our research showed us they Didn’t WANT to know it…

It kind of makes sense… very few of us would want to be put in the position of quite possibly being the only person around who had the skills or the knowledge to save a life.. what’s more research showed that people really, t rally didn’t fancy anyone with a beard the kiss of life…

We knew that we needed to cut through peoples reticence and give them the confidence to have a go.

We knew we needed to cut through all the tired charity medical PSA messaging.

We knew we needed not a Dr in a white coat. but a well loved thug in a camel coat.

We needed Vinnie

This industry talk a lot about “ brave clients”… and the BHF were certainly that, but they knew that cut through was everything…. We remember entertaining content, content that moves us, makes us laugh far longer that just educational blah blah blah ….

So yes, we could have show the public how to “ Press down on the persons chest by 5 to 6 cms at a steady rate of 100 to 120 compressions a minute…

Or we could get Vinnie Jones to tell you to “Push Hard and fast on the sovereign to the tune of Stayin’ Alive”

IT WORKS.

I’ve lost count of the people walking around today because someone, as a lot of Dr’s actually say.. “ Did a Vinnie” it’s in the hundreds by now.

I COULDN’T BE MORE PROUD."