British Red Cross shows the power of kindness in a new commercial

Ads, Advertising, CSR

British Red Cross demonstrates the power of kindness with the launch of its latest advert, ‘The Power of Kindness’. The spot shows the diverse support that the organisation provides to people who are vulnerable and in moments of crisis. Creatively devised by Creature, London-based music production company Eclectic crafted a bespoke soundtrack for the commercial.

The emotive one-minute spot shows the responses of British Red Cross volunteers as they help members of the public in moments of crisis. In line with British Red Cross’s motto ‘every crisis is personal’, the advert shows a range of circumstances that its volunteers respond to – from giving emergency CPR on a street, providing humanitarian aid, to home care.


In each scene, volunteers are depicted as illuminating the lives of those in need as amber-coloured lights shine from their chests. The inspiring moments play out to the sound of an uplifting score, composed by Eclectic.

Simon Elms, Founder of Eclectic:

We were tasked with creating a piece of music that grew in positivity with each act of kindness that is seen on screen. The biggest challenge we faced was creating something uplifting and empowering without overpowering the sound effects and the voice over or distracting from the visual. Composer Stuart Hancock has found the perfect balance, keeping the instrumentation stripped back while still being able to build on every delicate interaction we see throughout the ad.

Eclectic is a multi-award-winning music collective, bringing together the most talented composers, producers & music supervisors in the world. Eclectic specializes in original and licensed music for commercials, film and TV, fostering creative relationships between artists and brands.


Creative Agency: Creature

Creative Directors – Ben Middleton and Stu Outhwaite-Noel

Creatives – Josh Dando and Steven Dodd

Strategy Director – Andrew Gibson

Producer – Kate Taylor

Account Team – Angus Campbell Golding

Director – Rocky Morton

Production Company – MJZ

Producer – Fraser Lawson

Post-Production – The Mill

Music – Eclectic

Composer – Stuart Hancock

Sound – 750