This ad reminds us that cancer care, unlike everything else, is not 'on hold'

Marie Curie is asking broadcasters to donate media for the pro bono campaign

Published On
Apr 06, 2020

Editor's Pick

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.”


Apr 06, 2020
Client :
Marie Curie
Agency :
Saatchi & Saatchi-London
Chief Creative Officer :
Guillermo Vega
Executive Creative Director :
Dan Treichel
Copywriter :
Ryan Price
Copywriter :
Sarah Heavens
Art Director/Designer :
Maria Suarez-Inclan
Producer :
Rebecca Williams
Offline Editor :
Henrik Sikstrom
Audio Post Production :
Michael Powell
Audio Post Production :
Colorist :
Matty Lee-Redman
Online :
Cameron Place
Voice Over :
Jim Carter
Voice Over :
Lin Dalton
Music :
Tom ODell
Thanks to :
Sony Music
Thanks to :
Warner Chappell
Stock Footage :
Stock Footage :
Chairman & Chief Strategy Officer :
Richard Huntington
Planner :
Rui Ferreira
Business Lead :
Adrian Ash
Account Manager :
Cassie Allen

Need a credit fix? Contact the Creativity Editors

Project Type