Mary J Blige, Josh Groban and Michael Douglas feature in the new campaign for the American Cancer Society from the Martin Agency, introducing the new tagline "Finish the fight". The campaign, in honor of the Society's 100th anniversary, focuses on causing a disruption in a crowded public place, because "silence won't finish the fight, action will". A stereo amplifier appears as the common thread throughout the TV spots, signifying the need for moments against silence.
The first two TV spots to launch feature Blige and Groban, while print ads feature Michael Douglas and his "life list", with two items still remaining: Find a cure for throat cancer and Global nuclear disarmament. Additional celebrities are slated to appear as the campaign continues.