Watch: The Black Farmer's new ad to be shown after the Queen's Speech

The Black Farmer is releasing a Christmas ad to encourage people to donate money to help bring cancer treatments closer to people's homes.

"I am the beat" will screen on Channel 4 after the Queen’s Speech on Christmas Day.

It is a visual feast, with a series of unusual images, set to a poem, written and performed by The Black Farmer’s founder Wilfred Emmanuel-Jones. 

It begins: "Give me the strength to rise to the challenge of life" and ends: "we all are the beat".

It asks viewers to fund cancer treatment that is closer to people’s homes by donating money to Hope for Tomorrow, a cancer charity which provides mobile chemotherapy units to NHS Trusts.

The film, written and directed by Emmanuel-Jones, is part of the food company’s commitment to supporting smaller charities.

Emmanuel-Jones made a splash earlier in the year, when he teamed up with controversial director Tony Kaye and Big Eyes, to create "this is my soul". The psychedelic ad featured clips of Emmanuel-Jones both flamenco and morris dancing in his fields in Devon, cosmic imagery and sizzling close ups of The Black Farmer’s sausages.

The film launched during Gogglebox on Channel 4. 18 Feet & Rising’s executive creative director Anna Carpen said of it at the time: "This film breaks all of the rules advertising tries to make us stick to. It’s a piece of art that you cannot ignore… This has got to be the best sausage ad ever made. And it’s what TV advertising is all about: an experience that makes you sit up and pay attention."


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