In a broadcasting first, Cancer Research UK and Channel 4 will air a live colonoscopy during an ad break on January 18th.
The 90 second advert, titled ‘Live from the Inside’, will be shown at approximately 3.25pm and represents the first time this procedure has been performed live in an ad break. It will provide viewers with a unique opportunity to watch the removal of bowel polyps as it takes place.
Live footage will be seen from a camera which is linked to a flexible tube called a colonoscope. The advert will then show the removal of bowel polyps through the colonoscope.
The advert is part of Cancer Research UK’s ‘Right Now’ campaign by creative agency Anomaly. Launched on Boxing Day, the campaign shows the reality of day-to-day life for those affected by cancer, bringing together the real stories of patients and their loved ones, researchers and medical staff. By broadcasting the procedure live, the charity aims to show the positive impact research has had on helping to beat cancer, highlighting it is only through investment in research that simpler and more effective tests and treatments have been developed.
Danny Peace, agency principal from Channel 4 said: “This partnership with Cancer Research UK delivers a truly unique and highly engaging experience for viewers whilst conveying a very important message. We’re really excited to build upon 4 Sales’ legacy for industry leading ad break innovations.”