Life-saving British Heart Foundation ad completes World’s first LEGO ad break

VinnieThe British Heart Foundation’s life-saving ‘Hands-only CPR’ ad, starring Vinnie Jones will complete the line-up of the World’s first LEGO ad break on ITV tonight (Sunday, Feb 9).

The ad-break, which has been put together by the good folks here at PHD to promote the theatrical release of Warner Bros.’, The LEGO Movie (released in the UK on Feb 14h) re-creates four existing TV ads in LEGO bricks.

The iconic British Heart Foundation ad shows Vinnie demonstrating how to perform ‘Hands-only CPR’ – ‘hard and fast’ compressions in the centre of the chest – to the beat of the Bee Gees’ ‘Stayin’ Alive’ (which has the perfect tempo to time compressions against). You can watch the original ad here http://www.youtube.com/watch?v=JR0aZX1_TD8

The break will be transmitted in ITV’s Dancing on Ice on TONIGHT (Sunday 9th February) at around 7.25pm, alongside three other advertisers (Confused.com, BT and Premier Inn), with the fifth and final ad in the break being the exclusive trailer for the movie.

PHD conceived and planned the break in partnership with our sister content specialist agency Drum and sourced the production partners to re-create the work.  The ‘Hard and Fast’ ad has been recreated in LEGO by Brotherhood Workshop and MPC.

Nick Radmore, head of social marketing and brand at the British Heart Foundation said “The original ad with Vinnie Jones has already saved the lives of over 40 people. We hope that ‘LEGO Vinnie’ will give even more people the know-how to save the life of someone having a cardiac arrest.”

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