MediaCom helps Cancer Research UK/Channel 4 with 'world first'
live surgery TV ad
Channel 4 partnered with Cancer Research UK to broadcast a
90-second live stream of a colonoscopy procedure that aired on the
channel at 3.25pm, Wednesday 18th January.
The advert - a collaboration between
Channel 4 Sales, Cancer Research UK, MediaCom, creative agency
Anomaly and live stream specialist Sassy Films - was the world's
first TV advert broadcast live from inside the human body.
Viewers were given the unique
opportunity to see the removal of bowel polyps from patient Philip
McSparron during the ad break for afternoon property programme A
New Life in the Sun. Cancer Research UK also streamed the ad
simultaneously on Facebook with a cancer nurse available to field
questions posted by social media users.
As the live ad needed to take place
during routine hospital hours, Channel 4 streamed the event across
its social media accounts and rebroadcast a 60-second version at
9.10pm that evening during popular drama No Offence.
Ed Aspel, executive director of
fundraising and marketing at Cancer Research UK said: "Broadcasting
Philip's colonoscopy live gave us the opportunity to show one of
the many people across the UK benefitting from procedures that
wouldn't be possible without research."
Aspel continued by thanking Mr
McSparron, whose polyps were sent for further analysis after the
procedure, for taking part and allowing viewers to "witness a
simple procedure that can prevent cancer from developing." While
most polyps don't develop into cancer, some do, therefore removing
them can help prevent bowel cancer developing.
Danny Peace, agency principal from
Channel 4 said: "This partnership with Cancer Research UK delivered
a truly unique and highly engaging experience for viewers while
conveying a very important message […] and built upon 4 Sale's
legacy for industry leading ad break innovations."
Isabelle Gunner, Senior Planner at
MediaCom, said that the agency's work with Cancer Research UK and
Anomaly to show that cancer was happening 'Right Now' had been "the
focus of [MediaCom's] brand campaigns for a number of months."
Gunner mentioned that the advert had
been picked up by various news and industry publications and
thanked many people for helping to make it happen, with "special
shout outs to Connect's Alice Mitchell, Marketplace's Lauren Gore,
MBA's Paul Reid, Holly Carter, Amy Hardy and Dan Wood."
Cancer Research UK supports research
into all aspects of cancer through the work of over 4,000
scientists, doctors and nurses.
Channel 4 is a publicly-owned,
commercially-funded, not-for-profit public service broadcaster with
a remit to be innovative, experimental and distinctive. View the
'Live from the Inside' advert here
To find out more about
the work of Cancer Research UK visit cruk.org