National Blood Service: I Want

Independent's Henry Mason deftly walks the line between pulling on your heartstings and making you smile with this spot through DLKW Lowe.

At this time of year people feel generous, but with everything else going on they often forget to give the most important gift of all - blood.

Although the five-year-old girl at the end really suffers from sickle cell anaemia and is a patient at Evelina Children’s Hospital in London, the film refuses to employ overly-sentimental guilt-inducing tactics.