- Product/Brand - Blue Cross
- Spot - I Will Survive
- Music Title - I Will Survive
- Artist - Rhys Ifans
- Composer - Perren, Fekaris
- Publisher - Universal
- Master Rights - Major Tom
- Music Supervisor - Major Tom
- Ad Agency - M&C Saatchi
- Creatives - : Elspeth Lynn, Dip Mistry, Rob Graves-Morris, Orlando Warner
- Film Company - Outsider
- Film Director - Dom Hawsley & Nic Goffey
- Post Production - The Mill
- Air Date - 8/9/15
Some may be surprised that it took so long for Blue Cross to launch its latest awareness ad I Will Survive starring a runaway hound named Baxter and his quest for a new home.
After all, work began on this spot back in the winter of 2013, shortly after ad agency M&C Saatchi won the animal charity’s account.
According to M&C Saatchi Music Producer Alex Ball, the decision to build the campaign around I Will Survive – the 1979 chart topper by disco diva Gloria Gaynor – was taken at the very beginning of what proved to be an unusually protracted development period.
“There were never any other titles on the table,” Ball continues. “The script relied entirely on this song. Thankfully, the publisher and writers were incredibly helpful in working with us - which we're very grateful for.”
The challenge facing Ball – and a small team of specialists at music supervisor Major Tom – was to identify the right style for the song which would “make (the ad) feel serious, but also optimistic – so that it would highlight the positive work Blue Cross do around helping neglected animals survive.”
Under the watchful gaze of arranger Jim Copperthwaite and vocal coach Jono Buchanan, a low-key performance by softly spoken Welsh actor and occasional indie rock musician Rhys Ifans brings an extra poignancy of the film, which was directed by Britpop promo legends Dom&Nic.
The 12 week Blue Cross TV campaign debuted in The X Factor and will be supported by a direct response spot and a number of online webisodes.