Ad of the Day: British Heart Foundation

Tough guy Vinnie Jones demonstrates proper CPR technique … with absolutely no kissing

At some point in our lives, we've probably all taken some sort of mandatory CPR course. And at a later point, we've probably all forgotten most of what we learned—something about chest compressions and mouth-to-mouth breathing and airway blockage?—and hoped to the high heavens that no one near us ever stops breathing, because they'll be sore out of luck. Well, thanks to a new PSA from the British Heart Foundation and Grey London, you can learn a new and idiot-proof way of performing CPR that should be difficult to forget.

To guide us through this life-saving procedure is Vinnie Jones, a famously thuggish former British soccer player (and current actor), who is joined by two intimidating assistants who look like they might cause you bodily harm if you don't pay attention.

The gist is this: First, call the police. Then, you get to perform "hands-only CPR" ("no kissin' " is involved, because, as Jones open-mindedly explains, "You only kiss your missus on the lips") by pressing your interlocked palms on the person's chest to the beat of the Bee Gees' classic "Stayin' Alive" (get it?!) while your menacing cronies dance awkwardly in the background. And if you happen to crack one of your person's ribs, don't worry—at least he might not die!

Watch the PSA for yourself, and you too can make up for not paying attention while your gym teacher tried to resuscitate a limbless dummy.


Client: British Heart Foundation

Executive Creative Director: Nils Leonard

Creative Director: Vicki Maguire  

Agency Producers: Jacqueline Dobrin/Daisy Mellors

Account Director: Camilla Ashenhurst

Managing Partner: Annie Gallimore  

Planner: Simon White

Production Company: Hungry Man  

Director: Wayne McClammy

Producers: Camilla Cullen/Nate Young

Post Production: Greyworks

Post Producer: Lucy Epps

Editor: Vee Pinot

Music: "Stayin' Alive," the Bee Gees

Sound Design/Arrangement: Grand Central

Post Production: The Mill