A normal high street roadside is blemished by a football-sized bulge that grows larger with every passing day, while people go about their everyday business seemingly oblivious to the alarming carbuncle – a visual metaphor that forms the basis of Cancer Research UK’s latest TV ad.
The one-minute TV spot, made by creative agency Abbott Mead Vickers BBDO, depicts a busy high street in a British town, which is soon transformed as a small hump forms, growing larger and larger until it resembles a hillock. And yet passersby ignore it.
“It’s easy to ignore something, especially when we’re busy,” say the voiceover and on-screen copy. “But spotting cancer could save your life. If you notice something unusual, Cancer Research UK are here to help.”