NZ Heart Foundation gives viewers an attention test, shows heart attacks aren't as dramatic as you think

  • July 13, 2015
  • StopPress Team
NZ Heart Foundation gives viewers an attention test, shows heart attacks aren't as dramatic as you think

Barnes, Catmur & Friends seems to have taken a page of the stage magician's handbook in a new spot for the New Zealand Heart Foundation, which uses cinematic distraction to make its point.

The spot kicks off by posing the question 'Who gives the most realistic performance of a heart attack?' before showing a series of people melodramatically acting out what it's supposedly like to have a heart attack.

After five people give their best impressions of a heart attack, the spot flicks across to text, which says 'Did you choose the man on the bench? Have another look', before replaying the ad and drawing emphasis to a person sitting in the background.      

"People expect an outrageous ‘Hollywood' style heart attack, often mistaking their discomfort for something less life threatening," says Barnes, Catmur & Friends account manager Kate Antjoule. "We wanted to show people a heart attack is not always as dramatic as you think. There is increasing evidence to show that people are taking too long to seek medical attention when they have symptoms, and in many cases they don’t even realise what those symptoms are until it’s too late."

Antjoule says research shows many of the annual deaths caused by heart problems could be avoided if Kiwis visited a doctor when the symptoms emerged.   

"More than 10,00 people die of Cardio Vascular disease each year, and some 6500 die of Heart Disease more specifically. About half of those deaths are thought to be premature, and possibly preventable."  

The latest creative approach is a significant change in direction for the Heart Foundation, which earlier this year released a TVC that personified heart disease as a faceless killer who chose its victims at random.

And on the loosely related note, here are a few other videos that also employ cinematic sleight of hand:



Barnes, Catmur & Friends
ECD: Paul Catmur
Creative: Katyana O’Neil
Creative: Renee Warner
Account Manager: Kate Antjoule
Agency Producer: Shayna Stalker

Flying Fish
Exec Producer: James Moore
Producer: Leela Menon
Director: James Solomon
D.O.P: Alexander Robert Jenkins
Art Director: Richard Cooke
Production Manager: Morgan Leigh Stewart
Offline Editor: Alex O’Shaughnessy

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

Is consolidation the way of the future?

  • Advertising
  • January 18, 2019
  • Caitlin Salter
Is consolidation the way of the future?

The tail end of 2018 brought with it some major announcements between media companies and the booming out-of-home market. Nearly two months since NZME and Go Media enacted their partnership and MediaWorks and QMS Media announced their proposed merger, we have a chat with media agencies to see whether the latest developments are a sign of things to come.

Read more
Next page
Results for

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2019 ICG Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.


Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit