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Cancer Research UK is upbeat following news that one in two people now survive the disease. Back in 1978, only one in four people with cancer lived for more than ten years. Now, Cancer Research UK has released a punchy TV ad vowing to increase the speed of progress. Abbott Mead Vickers BBDO created the spot, in which a voiceover talks about fighting harder than ever to beat cancer. It was written by Gavin Kellett and Dave Buchanan, art directed by David Hillyard and Mike Hannett, and directed by Christian McKenzie and Patrick Chen through Park Pictures.