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By Amy Houston, Senior Reporter

September 27, 2022 | 4 min read

To help inspire the boomer generation to donate to its cause, the British Heart Foundation is transporting viewers back to the heady rock days of the 60s and 70s in its latest ad.

‘The Noisy Generation’ is set to Slade’s Cum on Feel the Noize, and features cultural moments of the decades including the anti-war movement, the emergence of the contraceptive pill and the first heart transplant.

Shot in a single day, the spot is a mixture of archival footage and a recreated concert experience – which included a fully-rigged stage, a packed crowd, smoke bombs and an original 1950s bus, plus real musicians performing as Noddy Holder and co.


Client: British Heart Foundation

Chief marketing officer: Claire Sadler

Director of marketing and mass fundraising: Mark Scott

Marketing manager: Kate Pactor

Marketing executive: Deanna Newman

Agency: Saatchi & Saatchi London

Chief creative officer: Franki Goodwin

Copywriter: Alex Lucas

Art director: Jon Farley

Agency producer: Josephine Roloff

Business leader: Paul McHugh

Account director: Zara Hutchins

Planning director: Kristian Henschel

Production: Nexus Studios

Director: Mischa Rozema

Director of photography: Ben Magahy

Producer: Isobel Conroy and Julia Fetterman

VFX supervisor: Rodolfo Pereira

Head of production: Rachel Moss

Marketing: Valentina Tarelli, Nancy Edmondson, Isobel Wise and Steph Anjo

Live action shoot: Production CZ

Producer: Michal Škop

Production manager: Tereza Fekete

Production coordinator: Kristián Škop

PA: Julie Najbrtová

Covid coordinator: Kristyna Novotná

1st AD: Pavel Svatoň

2nd AD: Patrick Kirschner

Set runner: Omar Tilli

1st AC: Zbyněk Kunc

2nd AC: Krištof Soukup

VTR: Tadeáš Chramosta

Sound master: Jan Paul

Boom: Miro Chaloupka

Making of photo/BTS: Adam Lukas

DIT: Lukáš Biegl

Crane arm grip: Jiří Pospíšil, Jiří Janouš and Tomáš Souček

Gaffer: Pavel Kroupa

Rigging: Jiří Valenta

Casting agent: Petra Dienstbierová/Jam Casting

Casting extras: Sophie Šípová/Talent Management

Extras coordinator: Roman Bednarčík

Production designer: Tomáš Homolka

Prop master: Renáta Věříšová

Construction St/By: Petr Šálek

Hair artist: Marek Pátl

Make up artist: Radka Suchá

Wardrobe stylist: Peter Tistan

Key grip: Ludek Hynek

Catering: Tomáš Podskalský

Medic: Eva Dvořáková

SFX: Petr Lukavec

Drivers: Michal Bára, Otto Davídek, Jan Bohm and Václav Kolman

Online and CG: The Mill

Producers: Elle Lockhart and Agrata Sharma

Production assistant: Ollie Lovell-White

2D lead artists: Adam Maynard, Gary Driver, Venkata Siva Kumar Mannepalli and Swarup Kumar Panigrahi

3D lead artist: Laurent Giaume and Alan Williamson

2D artists: Pavel Vicik, Pete Atack, Rafael Vormittag, Tomer Epshtein, Robert Hagan, Jegathesan Thangappan, Arun Kumar, Hariharan S, Jai Singh, Venna Leelanadhareddy and Paresh Kumar Swain

3D lead artist: Alan Williamson

3D artist: Sergio Xisto, Richard Green and Vaclav Cizkovsky

Designer: Paul Bloomfield

Offline: Trim Editing

Editor: Elise Butt

Offline producer: Tatyana Alexandra

Sound: Factory

Producer: Beth Massey

Sound engineer: Mark Hills

Music supervision: Wake The Town

Producer: Stephen Ettery

Band: Slade

Song: Cum on Feel the Noize

Stock footage: The Directors Studio

Media buying agency: PHD

Media planner: David White

Media business director: Claire Bullock

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