Here’s a brand that knows you don’t tell a whole generation to lower their cholesterol by setting their ads in wholesome kitchen settings with happy families spreading sandwiches or enjoying a delicious yoghurt-drink.

For a start, high cholesterol isn’t top of mind for most people in Europe, even though it is a significant problem. In fact, over 90% of Europeans don’t know what their cholesterol level is.

TBWA\NEBOKO was given the job of making cholesterol control palatable for Becel ProActive to an audience that didn’t know or care about it. It did that with a memorable idea, Live Fearlessly, the warm hug of humour and a frontperson who makes you realise that nobody, young or old, gym bunny or couch potato, is immune to high cholesterol.

Who better to do all that than a stuntwoman whose story is packed full of weird details and subtle Easter eggs?

While filming one of the most unconventional movies of our time, the stuntwoman shows her calm and bravery as she gets flung all over the place. She fears nothing despite the omnipresent dangers that come with shooting a genre-blending, mind-bending sci-fi kung fu flick…and a cyborg who’s left her spa day just in time to kick some ass? Why? Well, once you have your cholesterol in check, there’s not much else to fear.

Eric Wegerbauer, executive creative director, TBWA\NEBOKO, commented, “Conversations around high cholesterol are often clinical and spread with fear. Instead, we leaned into a well-manicured cyborg, aliens doing laundry, a blind tuk-tuk driver, deranged mo-cap dinosaurs, and a fearless stuntwoman to tell our story.”

Director, Zach Math, tells a meta and layered story, where crew wanders around while aliens break character and mo-cap dinosaurs run rampant. This 30-second film spearheads a campaign that covers TV, cinema, OOH, online video and social, starting in Belgium, Poland, and Czech Republic. Fun facts: The commercial was graded by the same colourist who did Mad Max: Fury Road and it was shot in Bangkok with some of the best stunt coordinators in the country.

“The goal with the ‘Live Fearlessly’ campaign is to open up the conversation around high cholesterol and close the cholesterol conscious gap, further empowering individuals to take action towards better heart health,” stated Alexis Berger, head of brand, Becel ProActiv.