'Couples' by AMV BBDO features mothers, daughters and husbands talking about their loved ones' lives with cancer.
Quick editing moves through shots of the couples reliving the moment their disease was diagnosed and their initial despair. The ad then goes on to describe their joy when they realised they were beating their illnesses.
It closes with a shot of one woman sitting on the sofa alone, having lost her loved one to cancer.
The TV spot, which launched yesterday, will be supported by tactical radio, targeted digital activity and in-store posters.
Milo Campbell and Sonny Adorjan were the copywriters and art directors on the ad. The production company was Bare Films, while MediaCom was behind the media planning and buying. Joanna Bailey directed the ad.
In 2010 Cancer Research UK released the 'Giving News' and 'Bad Day' commercials, which featured real cancer survivors and oncologists.