17 Jan Saving life through a lens
The advertising industry often gets bad press. Last year there were 24,647 complaints to the ASA – mainly from men in London. Didn’t see that one coming. From offensive to harmful to misleading or using too thin models. Moneysupermarket.com wins last year’s crown for the most complaints for being ‘overtly sexual’. Didn’t see that one coming either. Neither did the ASA – the complaints were not upheld and the butch bloke in high heels and Daisy Duke hotpants still struts his stuff across our screens. Every day. Every hour.
But every once in a while an advert is so pioneering or so funny or so beautifully produced that it becomes more compulsive viewing than the TV programmes. Think Guinness. Think Shake and Vac. Think Aldi’s gin swilling grandma. Think Honda’s live sky dive.
And now think about Cancer.
A 90-second advert for Cancer Research UK will be world’s first to be broadcast from within the human body. A colonoscopy will be performed live and aired on Channel 4 for the first time tomorrow.
Raising awareness about early screening for bowel cancer can save lives. The ad aims to encourage people to take the test and that the procedure is nothing to be afraid of.
The ad will also be streamed live on Facebook and across Channels 4’s social media with a cancer nurse to answer questions. A campaign reaching millions but with one to one personal interaction – marketing integration at its best.
Sometimes the marketing and advertising industry comes good. Exceptional work that’s ground-breaking and life-changing.
Watch and donate.