BBH London launched a new PSA spot for first-aid awareness organization St. John Ambulance featuring nursery rhyme characters attempting to create a rhyming scheme to help viewers remember the proper protocol for baby CPR.
The puppet characters run into a major snag, however, when trying to find a word that rhymes with “ambulance.” A vexed Humpty Dumpty complains “It rhymes with nothing!” while the gang is hard at work on the song. “Don’t be absurd,” the rest of the crew replies, “ambulance rhymes with billions of word(s).” After hours taking a stab at it, however, the best they can come up with is “samba dance” and “Bambi stance.” But Humpty ultimately finds some inspiration and the scene switches to the song’s performance. It’s a cute, humorous approach, ultimately a lot more memorable than your typical CPR PSA.
“Nobody wants to know about baby CPR. It sounds scary and complicated,” BBH creative director Ian Heartfield told AdFreak. “So, the task was to find an idea that cut through all the noise, and entertained people while at the same time educating them. It also had to be something you’d want to share with others. The first thing to try to make something memorable is to make it rhyme, and as we were talking about baby first aid, nursery rhyme characters seemed like a good starting point.”
Credits:
Client: St. John Ambulance
Head of Brand and Communications: Emma Sheppard
Agency: BBH London
Creative Team: Fred Rodwell & Andy Parsons
Creative Director: Ian Heartfield
Strategy Director: Rowenna Prest
Strategist: Alana King
Business Lead: Jon Barnes
Account Director: Leo Sloley
Account Executive: Louisa Steele
Producer: Victoria Keenan
Production Company: Blinkink
Director: Becky & Joe
Song & Lyrics: Baker Terry and Joseph Pelling
Executive Producer: James Stevenson Bretton
Producer: Benjamin Lole
DoP: Ed Tucker
Post Production: The Mill & Blinkink Studios
Editor/Editing House: Joseph Pelling & Hugo Donkin/ Blinkink Studios
Sound: 750mph
– Media Account –
JAA Business Director: Nick Smith
JAA TV Buying Director: Steve Venes
JAA Account Manager: George Gwilliam
JAA TV Buying Manager: Dan Denman
JAA Account Executive: Leo Barron