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Toby Dye’s NHS Ad Named UK’s Favourite 

December 20, 2018

Campaign Magazine has announced that this year’s best-liked commercial, by some margin, was Toby Dye’s ‘We Are The NHS’.

The Adwatch research for Campaign identifies the recall levels of all significant new ads and, once a month, it assesses the likeability of the most talked-about ads. This year ‘We Are The NHS’ came out on top, scoring an impressive 57% approval rating.

The film from agency MullenLowe coincided with the 70th anniversary of the NHS. The campaign line, ‘We Are The NHS’, was designed to be a rousing call to arms. A line written to encapsulate the pride so many of us in Britain feel about the organisation.

Airing during England’s World Cup game with Columbia, which was watched by over 24 million people, the film shows real people and real moments from all walks of nursing life: mental health nurses, learning disability nurses, district and hospital based.

You can view more of Toby’s award-winning work here.

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Part of the Ridley Scott Creative Group