British Heart Foundation Goes Back in Time to Show How ‘The Noisy Generation’ Can Save Lives

Nexus Studios and Mischa Rozema teamed up with Saatchi & Saatchi London to create ‘The Noisy Generation’, the latest call to action campaign for the cardiovascular research charity, British Heart Foundation in a 60-second commercial. 

The spot transports viewers on an archival journey through some of the transformative events of the '60s and '70s. Key cultural moments are represented such as the anti-war movement, the emergence of the contraceptive pill and the first heart transplant, all to the sounds of a quintessentially British rock anthem, Slade’s ‘Cum on Feel the Noize’. 

In a move to inspire donations from the boomer generation, Mischa mixed archival footage with nostalgic images of the heady rock days. Shot in a single day, the recreated concert experience included a fully rigged Glastonbury-size stage, a packed crowd of revellers, smoke bombs, an original 1950s bus, and real musicians performing the role of glam rock band, Slade.

“Shooting ‘The Noisy Generation’ was a wild experience. We built a full size festival mainstage, had kickass musicians perform in platform shoes and full glam, and even a hugely enthusiastic crowd of revellers. I’d say we came pretty close to a real 1970s Slade live show. Thanks Saatchi and the British Heart Foundation for trusting us," Mischa Rozema, director, Nexus Studios.

‘The Noisy Generation’ launches today in support of the British Heart Foundation’s push to encourage donations in wills. Funds will go towards life saving research and medical developments including the Heart Healing Patch, artificial intelligence (AI) technology research, RevivR and interactive CPR training.