A new campaign from cancer care charity Marie Curie reminds the U.K. that while Coronavirus has put everything at a standstill, from theater and sports to holidays and weddings, end-of-life care cannot be paused.
The spot pictures empty places such as a beach, theater, stadium, pub, museum, a farm that would have hosted a music festival and streets that would have held a marathon, reminding us that such activities are all "on hold." It then cuts to a spoken-to-camera video featuring Lin, a terminally ill cancer patient, who tells us she doesn't know how long she has left. It then reminds us that Marie Curie's end-of-life nursing care is needed more than ever. The soundtrack was donated by Tom Odell.
As well as the TV ad, there is a radio ad is voiced by Marie Curie ambassador and actor, Jim Carter of "Downton Abbey" fame, print ads in newspapers and magazines and a social media push.
The campaign was created in under a week by a team at Saatchi & Saatch London that worked entirely remotely, from client brief to idea and production. Marie Curie is asking media owners and advertisers to donate unused space to run the ad.
“Thousands of people are potentially spending their last days in lockdown," said Guillermo Vega, Chief Creative Officer, Saatchi & Saatchi London in a statement. "Marie Curie urgently needs funds to carry on being there to support them, and the NHS, on the frontline. We’re proud to use our creativity for such a vital appeal, and proud of everyone working together remotely to make it happen.”