'Heartless' Christophe De Fonseca's dying plea resonates in harrowing organ donor ad

A Belgian man is fronting an intense organ donor drive posthumously, recalling the story of the day he woke up without a heart.

Christophe De Fonseca leads the campaign, sharing how an electrically-powered pump kept him alive after his heart failed in a 2014 bike accident. Technically he died in the accident but was brought back with a substantially lower quality of life due to the lack of an organ donor to replace the damaged heart.

Fonseca, 'the man without a heart', passed away before the airing of the campaign, adding another edge to the work from Duval Guillaume, a worthy follow-up to its Game of Thrones-inspired drive earlier this year.

The agency stated it was De Fonseca's wish for the campaign launch to go ahead after his death. In the ad, he partakes in high-octane activities such as drifting, cycling and flying but he adds, he no longer feels the thrill of the chase or the pump of adrenaline without a heart.

His reliance on a mechanical pump saw him adopt the name Robocop. He serves as a powerful ambassador for organ donor charity Reborn to be Alive. The work hopes to inspire more Belgians to sign up to the organ donor list.

Vote for the ad in The Drum's Creative Works below.

John McCarthy

John is an entertainment marketing reporter at The Drum. He writes about the amazing marketing stories coming from the movie, TV, music and video game industries. He's also the hunt for the weirder trends in marketing and advertising.

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