"Together we will beat cancer" - is the poignant message from Cancer Research UK in their newest spot, 'Couples'. Created by AMV BBDO, Bare Films and director Joanna Bailey, the emotionally charged TVC highlights the devastating effect of cancer and the affect it has on loved ones.
The 40-second spot has recently been awarded a UTalkMarketing
People's Choice Award, where viewers were asked to vote for their
favorite current television commercial. Polling in first position
'Couples', shines the light on Cancer Research's ongoing brand
campaign and it's resonance with its viewers.
Bare Films' Director Joanna Bailey, who started her career as an
award winning documentary maker, has extensive experience
communicating hard hitting messages sensitively and effectively,
with spots including 'Bad Day' for Cancer Research and 'Find
Healthy' for Bupa. Known for her emotional and frank style, Bailey
creates an honest look at cancer and Cancer Research's role in
reducing the devastation of this disease. The spot consists of real
life survivors in a montage of heartfelt cancer accounts from the
perspectives of sufferers' loved ones, Cancer Research expresses
the need to still do more.
Colourist Seamus O'Kane explains how he helped bring the
commercial to life: "The idea was to bring intensity to the image
that would echo and focus the very real emotion that came from the
interviews. With such a touching subject there is no need to gloss
the image but instead we added a series of subtle layers that
allowed the emotion to flow across the diverse locations in a way
that keeps the viewer locked onto the expressions and words in a
very sympathetic and absorbed manner."
He continues, "In many ways this commercial is a perfect example
of how strong relationships and team work can allow for the most
difficult of subjects to carry an effective message with impact and