Now here's something you don't expect to see during an ad break: a live colonoscopy. Continuing its out-of-the-box approach for the U.K.'s largest cancer charity Cancer U.K., this afternoon Anomaly London brought a real-life procedure before the eyes of television viewer on the U.K.'s Channel 4.
In 90 seconds, "Live from the Inside" brought TV watchers to the halls of Cardiff and Vale University Hospital and into the bowels of patient Philip McSparron, as Doctor Sunil Dolwani removed polyps from his insides, explaining why the procedure was necessary in the prevention of cancer.
Mr. McSparron is currently in recovery, while his polyps are on their way to the lab for analysis.
The ad is meant to demonstrate the latest advancements in the U.K. in helping to prevent, diagnose and treat cancer. A 60-second version of the ad will air again tonight in the U.K. on Channel 4 during the drama "No Offence," which draws a average of 1.9 million viewers.
A collaboration between Cancer Research UK and Channel 4, the ad is the latest from Anomaly's excellent "Right Now" campaign, which has taken a documentary-style approach to following the lives of real-life cancer patients.
"Half of us will be diagnosed with cancer in our lifetime so it's important to break down barriers, encourage conversation and show the progress that is being made in beating cancer," said Ed Aspel, executive director of fundraising and marketing at Cancer Research UK in a statement. "It's our ambition to speed up progress so that within the next 20 years, three in four people will survive their cancer for at least 10 years. At Cancer Research UK, we rely on people's generosity as we don't receive any government funding for our life-saving research. We hope the advert was able to show the impact research has made so far and inspire people to see how their support can enable continued work to beat cancer."
4 Sales and MediaCom were collaborators on the project, and broadcast production company Sassy Films captured the event.