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Great Ormond Street Hospital has opened its doors to TV cameras for the filming of a new fundraising DRTV campaign, created WWAV Rapp Collins London. The ad has been shot with hand-held cameras and using natural light. Unscripted voiceovers from parents express their feelings about what is happening, along with images of their children who are patients at the hospital. It also features doctors, nurses and technicians at their work. Athlete donated the use of the song 'Wire' for the ad, which was directed by senior editor Sam Beavis. Beavis also shot the ad, along with John Whitehead, both of WWAV Rapp Collins.