NHS: We Are The NHS

NHS celebrates 70^th anniversary with its first ad in 13 years, a spot created by MullenLowe London and directed by RSA Films’ Toby Dye.

Aimed at recruiting the next generation of nurses into the service, the ad simply, but deftly, portrays the enriching range of experiences an NHS worker goes through, from entertaining sick children or people with learning disabilities to comforting patients in distress and generally making life – and death – easier for people.

Shot on location in working hospitals in Margate and Ashford, the film also offers something new for adland – it's the first time a real birth has been featured in a UK commercial.

ECD Mark Elwood commented: “The NHS is a jewel in this country’s crown. Some creative ideas need you to dramatise what the product or organisation actually does. Our idea was an exercise in knowing when to get out of the way and just show the incredible work all of the NHS staff perform every day, every night, 365 days a year. Hopefully, we’ve achieved just that.”