Every week in the U.K., twelve seemingly fit and healthy young people die suddenly from a previously undiagnosed heart condition -- in many cases without any warning.
That's the message that the charity CRY (Cardiac Risk in the Young) aims to highlight in this powerful and unnerving spot. It centers on a young rugby player experiencing the highs and lows of a match, while a heartbeat plays out under the soundtrack. After tragedy strikes, we're told, "Don't wait until it's too late. Get your heart tested."
The film was spearheaded by David Lynch, an assistant producer at BBH London who was awarded 10,000 pounds to produce the film through the agency's charitable grants program. He chose to focus on CRY after the charity helped a friend of his; CRY had never previously advertised on TV. Park Pictures' AJ Rojas directed.