The one-minute TV spot depicts a busy high street in a British town, which is soon transformed as a small hump forms, growing larger and larger until it resembles a hillock. And yet passersby ignore it.
"It’s easy to ignore something, especially when we’re busy," say the voiceover and on-screen copy. "But spotting cancer could save your life.
"If you notice something unusual, Cancer Research UK are here to help."
Brand: Cancer Research UK
Agency: Abbott Mead Vickers BBDO
Creatives: Charlotte Adorjan, Michael Jones
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