This is a recruitment ad for The National Ambulance Service. While the National Ambulance Service is widely known across Ireland, there is a perception that you need to be medically trained to work there. You don’t.

The copy plays with the Ambulance Service’s most distinctive brand asset; the siren. Instantly recognisable, even when performed badly by a school child. Which is where this idea started, with a bit of silliness among creatives during the briefing.

When you write down the noise a siren makes it quickly began to answer the brief on its own - by allowing us to set up the biggest hurdle the client faces – a perception that there aren’t suitable roles for everyone at the NAS.

“Me? Nah.” Is what most people would say if someone suggested working in the Ambulance Service. And, when you write that down three times, the reader can’t avoid ‘hearing’ a siren in their head. What could have been a transactional press ad now becomes an ear-worm.

The body copy then stops you in your track and says ‘yes’ before calmly outlining why your perceptions are wrong.