Ideologies

Every second counts during a potential heart attack.

you should not feel embarrassed calling 999 if you think you are feeling the first effects of a heart attack, imagine how you would feel if you didn't call and it was too late.

Visual and Technical Techniques

The ad uses POV shots in order to create a scenario where you are made to experience the sensations that a heart attack causes. The way this ad is film is memorable as there is intertextuality between the character types and situations, and interrogation/torture scenes from iconic thriller/gangster films.

POV is used regularly in films but throughout them we do remember and keep in our heads that we are not the person whose POV we are witnessing but this ad almost makes us feel as though we are. We move the way the man would and feel as though we are actually being spoken to. This is enforced by the fact that we never see the face of the character's POV we are getting apart from his eyes when they are in obvious distress.

Advertising Techniques

The use of the recognisable scenario in order to get across such an important message is very memorable, we are being spoke at and asked questions to which our character never replies which makes us feel as though we have to answer ourselves. It challenges our safety needs by disorientating us and giving us quick visuals such as the snake squeezing the mans arm that giving us a realistic view on what it feels like.