1. Clogged Artery (2004, British Heart Foundation) Most people saw fat in an artery for the first time in this advert. It managed to sicken and shock hundreds with a shot of a man pushing real fat out of a real artery.
2. Give A Few Bob (2007, Prostate Cancer Research Foundation) The advert scared men into taking prostate cancer seriously by bringing Bob Monkhouse back from the dead, four years after the disease killed him, using old footage and body doubles.
3. Full Stop (2004, NSPCC) A creepy advert that also tugged on the heart strings with its use of a mute ventriloquist doll in the place of an abused girl and a sinister man who sent shivers down the spine.
4. Teleshop (2006, Amnesty International) Irreverent comedy made this advert about illegal weapon sales truly memorable by using daytime TV advert pastiches in which gormless presenters discussed the advantages of AK47 machine guns over keep-fit machines.
5. Computertan (2009, Skcin) Using print and outdoor adverts, leafleting, PR, digital seeding and viral adverts, this web campaign by the skin cancer charity tricked hundreds of thousands into thinking they could get a tan from their computer screens, attracting 30,000 hits within its first 24 hours.