By Amy Houston, Senior Reporter

May 19, 2023 | 2 min read

The film by Saatchi & Saatchi takes viewers on a journey inside a woman’s heart, revealing the memories she holds dear.

The British Heart Foundation (BHF) has released a poignant ad that sees the inner workings of a woman called Libi’s heart.

Voiced by Peaky Blinders actor Cillian Murphy, ‘The Greatest Treasure’ recalls moments from her life that were pivotal. Viewers see her first love, the devastation of losing her father and the joy of feeling her unborn son kick for the first time.

Directed by Vincent Haycock, the spot ends with Libi waking up in a hospital bed with her teenage son by her side, having undergone a heart procedure.

To develop the world of the heart, the creative team took advice from BHF medical experts, heart scientist Professor Pablo Lamata and worked closely with Machine Molle to ensure the CGI-led vision was authentic. The bespoke score, composed by James William Blades, was influenced by a beating heart and uses an irregular rhythm to evoke both arrhythmia and a subtle feeling of unease.

As part of the wider ‘This Is Science’ campaign, the charity wants to stress that your heart is an extraordinary part of your body but it is also vulnerable and hopes to encourage people to donate through this initiative. The ad will run across TV, video-on-demand, social and below-the-line.

This week, it was revealed that Saatchi & Saatchi won the coveted John Lewis and Waitrose ad account. Read our interview with the retailer’s chief marketing officer here.

Interested in creative campaigns? Check out our Ad of the Day and the Best Ads of the Week sections.

Creative Creative Works Saatchi & Saatchi

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