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Cancer Research UK is launching a TV and cinema campaign explaining that research is the key to beating the disease. Abbott Mead Vickers BBDO created the spot, which combines images of cancer cells dividing with a narrative of a woman being diagnosed and then cured. At the end of the spot, a voiceover declares that "one day, everyone will beat cancer. And the sooner you give [money], the sooner that day will come." The work was written by Toby Allen, art directed by Jim Hilson and directed by Yann Demange through Stink.