Inanimate objects star in BBH London film for St John Ambulance

A new ad tells the story of a chewed up pen lid, a jelly baby, a princess and a peanut who are all rather concerned about infants choking on their very beings. Created by BBH London, John Ayling and Associates and animators Si & Ad, it’s something of a departure from St John Ambulance’s usual tone.

The film utilises the voices of Sir John Hurt, David Walliams, David Mitchell and Johnny Vegas in a step-by-step guide to performing the Heimlich manoeuvre on babies. These otherwise inanimate objects, led by the all-knowing chewed up pen lid, animate the chest thrusting and back blows required for a satisfactory airway clearing. Meanwhile the Crayola crayon seems to have no idea what’s going on.