We were going to post about the new CRUK campaign over Christmas, but we knew everybody would be too busy getting pissed, eating too much, and smoking fat cigars to read our stupid blog.
Anyway, if you didn’t see the ad on telly over the holidays, you’ll have missed quite how striking it was, especially amid the unrelenting SALE SALE SALE ads and all those “real family” vignettes favoured by the supermarkets this year. Here it is:
Bold visuals. A strong VO. A haunting but hopeful Brian Eno track. But most of all, a startlingly simple message that couldn’t have come from any other charity: “Research has beaten polio. Research has beaten Smallpox. Research is beating HIV. One day, research will beat cancer.” Boom, I get it. You haven’t told me a single thing about the research itself, because I don’t need to know (and it’s rare how many clients get that too, so good on them).
Better yet, the call to action, “Help us make it sooner,” is one of those can’t-argue-with-it lines that comes with a silent “y’fucker” at the end. Like, duh, of course I can do that.
It’s the balls of it that makes the campaign stand out. It’s not whiney or intentionally tearjerky like previous work has been. It’s saying “fuck you cancer, you’re fucking dead” before hefting an SR-47 assault rifle and pumping an entire clip into cancer’s stupid big face.
Refreshing stuff from AMV BBDO and The Conran Design Group.