THE ATTACK

TitleTHE ATTACK
BrandASTRA ZENECA
Category G01. Regulated
Product/ServiceAstra Zeneca
Entrant HAVAS LYNX Manchester, UNITED KINGDOM
Idea Creation HAVAS LYNX Manchester, UNITED KINGDOM
Production HAVAS LYNX Manchester, UNITED KINGDOM
Credits
Name Company Position
Tom Richards Havas Lynx Group Chief Creative Officer
Tim Jones Havas Lynx Group Creative Director
John McPartland Havas Lynx Group Senior Creative
Joe Coleman n/a Copywriter
Kathryn Sen Havas Lynx Group Account Director
Claire Knapp Havas Lynx Group Head of Strategy
Simon Kemp Havas Lynx Group Operations Director

Describe any restrictions or regulations regarding Healthcare/RX/Pharma communications in your country/region including

ABPI, Veeva / MINT regulatory boards

Describe the target audience and why your work is relevant to them. Pharma audience types:

Healthcare Professionals - cardiologists at Congresses

Write a short summary of what happens in the film

The film follows an elderly man who talks about an attack he had a year ago. We flashback to him in the ocean. The mood is tense and the use of underwater shots means we assume he's talking about a shark attack. He describes the impact - the pain on the side of his body, the chaos and the suffering. We experience the attack with him, and feel the horror. The film ends with a big reveal - the man states that he never wants to go through another heart attack. The call to action is that "no one should go through the horror of a second heart attack", and urges cardiologists to 'keep treating, keep beating" - a subtle link to Brilinta's extended treatment clinical success.

Cultural/Context information for the jury

The film uses a lot of well known 'Jaws' shots to guide the viewer down the assumption that the film is about a shark attack. We shot in South Africa - where the threat of an actual shark attack was extremely possible. The lighting, water, and overall natural beauty of the location really emphasized the idea.