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AMV BBDO has created a new campaign for the Maritime and Coastguard Agency (MCA) called ‘Cold Water Shock’.

The film shows the dangers of cold water shock to young men who accidentally fall into British water after drinking. The campaign will run nationally, and on YouTube, Facebook and LadBible.

‘Cold Water Shock’ starts with a man who’s been drinking, falling into the water. It then graphically depicts the effects of cold water shock. Finally, the camera pulls out to reveal that he’s actually drowned in a pint of beer. This is because the average temperature of UK water is a cold 11 degrees, about the same as a pint of bitter.


Creative Director: Steve Jones, Martin Lorraine

Art Director: Alan Wilson

Copywriter: Diccon Driver

Additional Credits: Agency Planner: Lilian Sor

Agency Account Man: Katie Stanley, Robyn Rieu, Georgia Totvanian

Agency Producer: Lizzie Mabbott

Production Company: Forever Pictures

Director: Charlie Robins

Production Company Producer: Sonya Sier, Sasha Nixon

Post Production Company: Electric Theatre Collective

Audio Post Production: Ben Gulvin @ 750mph

Editor: Phul Currie @ Stitch