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The spot was launched ahead of the opening of ICR's Centre for Cancer Drug Discovery.

The Institute of Cancer Research (ICR) has enlisted poet laureate Simon Armitage for an emotive spot. The spot shows Armitage reciting his 51-word poem – only his second as poet laureate – on the grounds of ICR’s London, while specialist artist Graham Short engraves the piece on to a 20mm long and 10mm wide replica anti-cancer pill.

The piece was launched ahead of the opening of ICR’s Centre for Cancer Drug Discovery, which is expected to open towards the end of next year. The work was art directed by Matt Wilcock and shot by Jon Collins through Out of Sync Productions.