TBWA\MCR turns the sombre tone of most veteran-focused campaigns on its head in a humorous new spot starring former Royal Marine Mark Omrod MBE.
Created for charity Blesma which aims to help ex-service people and their families following the loss of limbs or sight, the TV spot aims to raise money and help combat the decline in naming military charities in legacy giving.
Shot by TBWA\MCR’s internal production agency Sting Films it is the first television advert for Blesma.
Entitled ‘Not heroic, human’, at first the creative appears to echo a traditional ‘appeal’ ad as the camera pans out from a male head. However, the mood dramatically lightens when it becomes clear that the protagonist has just been peed on by a baby mid nappy change.
However, the humorous situation is made more challenging when it is revealed that the protagonist is Ormrod, the UK’s first triple amputee to survive the Afghanistan conflict.
Created following multiple in-depth sessions with veterans (who receive no government support), the spot highlights how ordinary aspects of life can be impacted.
“We have shed light on veterans in a way not seen before. Culture calls them ‘heroes’ but they don’t associate with that word. They believe they were doing their job; so were not heroic, but human,” said TBWA\MCR executive creative director Lisa Nichols.
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“We want people to think about veterans in a new light beyond their combat past, and into the present and future where they live and exist now. They’re everyday people just like you and me, but some of the small tasks that we take for granted, they have to deal with on a whole different level,” she continued.
Blesma operations director Tony Bloomfield added: “We want people to think about veterans in a new light beyond their combat past, and into the present and future where they live and exist now. They’re everyday people just like you and me, but some of the small tasks that we take for granted, they have to deal with on a whole different level.”
“TBWA\MCR really took the time to understand that we didn’t want to go down the tried and tested route. Our members put such extraordinary effort to lead ordinary lives and we hope it will encourage people to consider us in their charitable giving,” said Blesma operations director Tony Bloomfield.
