Cancer Research 'bad day' by Abbott Mead Vickers BBDO

Created by Abbott Mead Vickers BBDO, the ad tells the story through the explanations of many different cancer patients young and old, who each say a few words before the action cuts to the next victim.

They explain the grief of having to tell friends and family, before explaining how the charity has helped many people beat cancer.

The spot ends with the cautionary note that: As yet it isn’t a fight we always win, in a bid to encourage viewers to donate to the charity.