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Edition : InternationalLanguage : English

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DfT - Coastguard

23/10/2014

AMV BBDO

Advertising Agency

London, UK

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23/10/2014

Credits

Brand

Agency / Creative

Media

Production

This TV ad emotively describes the necessity of the Coastguard service and aims to drive awareness that, in an emergency at the coast or at sea, you should call 999 and ask for the Coastguard. The ad juxtaposes genuine audio clips from a real emergency call from Fraserburgh Beach, Aberdeen, against footage of ideal beach weather taken at the exact same location just a few days later. The panicked call describes how three people have been washed out to sea, leaving a young girl, one of their party, on shore. She makes the 999 call and is swiftly passed through to the Coastguard network, which coordinates the search and rescue and an RNLI lifeboat rescues the children involved. Contrasting with this frantic and distressed audio, the visuals show the beach on a peaceful day. This juxtaposition provides the chilling realisation that we are viewing exactly same spot the terrifying incident took place. The film is a reminder that a day at the beach can look harmless and beguiling, but that calm seas can quickly become dangerous. Therefore, if a day by the sea suddenly gets out of control, people need to know to call 999 and ask for the Coastguard.

About AMV BBDO

AMV BBDO is the biggest agency in the UK by billings and has been for 21 years running. But being big doesn’t slow us down.

Being big brings us the best creative talent in the business, and we’re proud to be #1 Creative Agency in the UK #2 Creative Agency in the World and have created #2 Campaign in the World for Libresse Bloodnormal. (WARC 100/Gunn Report)

We work closely with our client partners to propel their businesses forward, and we have the longest consecutive run of Golds in the history of the IPA Effectiveness awards.

We work with 28 clients and 66 brands domestically and internationally. Leaders like BT and challengers like Virgin. Household names like Mars and new players like iZettle.

Our global crowd-sourced production platform Flare Studio offers brands new ways to create content – and we’re continuously building on our offering of modern, diverse capabilities.

AMV’s new dynamic management team, headed up by our leaders Sarah Douglas & Alex Grieve, drive both our agency and the industry, with a huge focus on diversity, inclusion, gender parity and mental health.

We’re breaking new ground in winning more global awards for our work than any other UK agency, to fly the flag for UK advertising around the world.

But above all, our people continue to thrive from our belief that happy people make great work.

MORE ABOUT AMV BBDO

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