Macmillan Cancer Support "Whatever it takes" by AMV BBDO

Macmillan Cancer Support showcases the tough and grittier side of its staff in a campaign appealing for funds during the Covid-19 pandemic.

Set to Max Richter’s Spring 1, the ad features a series of scenes showing Macmillan staff members lending a hand during key moments of cancer patients’ journeys. Whether by helping a crying girl understand her dad’s new scar or making an elderly man laugh in his bed, the health workers demonstrate tenderness, humour and grit amid the daily challenges of living with cancer. 

As many as 50,000 people in the UK are missing a cancer diagnosis because of disruption from the pandemic, according to Macmillan, whose funding has been severely hit during the crisis. 

The work was created by Benjamin Polkinghorne and Scott Kelly, and directed by Iconoclast’s Jonathan Alric, who is best known for creating music videos as one half of the French electronic music duo The Blaze. 


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