Adwatch of the Year Posted on | Campaign Live


MullenLowe London’s ‘We Are the NHS’ has been crowned the ‘Top best-liked commercial’ of 2018 in Campaign UK’s Adwatch of the Year: The public’s favourite ads of 2018.

Kantar TNS conducts weekly Adwatch research for Campaign to identify the recall levels of all significant new ads and, once a month, it assesses the likeability of the most talked-about ads. This year’s best-liked commercial was – by some margin – MullenLowe London’s emotive work for the NHS, scoring an impressive 57% rating.

To coincide with the 70th anniversary of the NHS, MullenLowe London created this piece of work to focus on the retention and recruitment of the next generation of nurses. The campaign line, ‘We Are The NHS’, is 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. Shot on location in working hospitals in Margate and Ashford, the film even includes footage of a live birth – a first for a TV commercial.

See the rest of the winners here