Cancer Research UK "Live from the inside" by Anomaly

Cancer Research UK and Channel 4 have created the world's first TV ad shot live from inside the human body.

The 90-second "Live from the inside" film went out at 3.25pm on Wednesday, 18 January. Viewers were shown the removal of bowel polyps, a small growth on the inner lining of the colon.

The live TV broadcast was supported by a Facebook stream with a cancer nurse answering viewers’ questions. Channel 4 will also host the ad on its social media accounts.