The NHS has enlisted celebrity support in the shape of Doctor Strange stars Benedict Cumberbatch and Elizabeth Olsen in the hopes of encouraging Marvel fans to become ‘real-life heroes’ by giving blood.
The Hollywood stars feature in a one-minute spot commissioned by iconic US studio Walt Disney UK and NHS Blood and Transplant, where they speak directly to the viewer and lay out the importance of giving blood in order to aid the NHS’ recovery from the Covid-19 pandemic.
Produced by Feref, the spot’s related promotional campaign was planned by the health service’s media agency of record MG OMD, and is set to run until 19 June.
The spot will be pushed across Walt Disney UK, Marvel UK and the NHS’ social media channels. The film will also feature across all digital screens at two London cinema foyers as part of a campaign takeover, at the Vue cinemas at Westfield Stratford City and Westfield London respectively alongside extensive OOH coverage at both shopping centres.
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The short clip will tie-in with Doctor Strange in the Multiverse of Madness’ UK release (6 May) and will see the footage of Benedict Cumberbatch and Elizabeth Olsen intercut with scenes from the actual film.
The campaign draws parallels between the heroic acts of Marvel heroes and how members of the public can emulate them by giving blood, with Cumberbatch stressing that in the real world “you don’t need costumes and special effects to be a hero. You can be the hero of your own story, and someone else’s, just by giving blood.”
“Blood donors choose to make a difference, just like the Super Heroes in Doctor Strange in the Multiverse of Madness. We want to show the public that they already have the power to save lives just by giving blood”, NHS Blood and Transplant head of commercial partnerships Zeeshan Asghar.
“We are delighted to have the support of Benedict Cumberbatch and Elisabeth Olsen. Our hope is to speak to people who may not have thought about blood donation before, and we believe our collaboration with Marvel Studios will help us reach this ambition”.
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