Lucy Blakstad Shoots True Stories for Emotional Cancer Research Films

In a number of poignant, emotional adverts directed by Lucy Blakstad and produced by Another Film Company for ad agency Atomic London, real people affected by cancer talk about their gratitude to those who have left a legacy gift, which funds over a third of Cancer Research UK’s work.

Everything in the TV ads is completely unscripted. To capture the footage Blakstad and her crew travelled around the UK visiting people in their own homes and filming them using a small crew and iPads.

The unscripted adverts will run as five 30 second and one 60 second spot – airing during prime-time shows such as Coronation Street and the X Factor on ITV, as well as Channel 4’s coverage of the Paralympics. The TV buy also includes Sky Media, Channel 5, ITV and Channel 4’s on-demand digital platforms. Further activity will run in print, online and on social media. 

Guy Bradbury, founding partner and executive creative director at Atomic London, said: “There’s something incredibly poignant about giving a cancer survivor the chance to show their appreciation to the charity’s supporters. There’s no background noise and no fancy angles, just a real person telling their story – and I think that will resonate with the millions of people affected by cancer every year.