Luckily it happened after lunch. In fact the 90-second live broadcast of a colonoscopy was broadcast on Britain’s Channel 4 at 3.25 in the afternoon. Behind the unorthodox TV ad were the agency Anomaly London and Cancer Research UK, which wanted to draw attention to the benefits of regular screening, as well encourage donations towards research into new forms of testing and treatment.
Anomaly has worked with the client since 2015 and the broadcast – which may be a world first – is part of a wider campaign called Right Now, which explores the daily reality of cancer for sufferers and medical staff.
The surgery seen by viewers involved removing two bowel polyps, which are common but can become cancerous if left untreated. The doctor undertaking the surgery provided a live commentary. The images were also streamed live on the charity’s Facebook page and the broadcaster’s social media platforms. The ad was an original way of drawing attention to the subject, while guaranteeing a “halo” effect of press coverage that took the message far beyond the 90-second event.
Title Live Colonoscopy
Agency
Anomaly New York
Campaign
Colonoscopy
Advertiser
Cancer Research UK
Brand
Cancer Research UK
Date of First Broadcast/Publication
Subscribers Only
Business Sector Subscribers Only
Tagline Subscribers Only
Media Type
Television
Length
Advertising Manager
.d A...l Subscribers Only