NHS - Ribbon Dancer
A man in his 50s takes a loo roll and erupts into a graceful dance to I’ve Got to Be Me by Sammy Davis Jr.
As Sammy Davis Jr's cover of 'I've Gotta Be Me' sets the tone, the man skips through his home and juggles, spins, throws, and catches his loo roll like a medal was at stake. His dog may need a few seconds to compute this, while his neighbour wonders if he's flushed his sanity down the toilet.
Challenge
Although most of the campaign’s target audience say they will complete the bowel cancer test when they receive one in the post, the latest data shows that almost one third of people who were sent one in England last year did not go on to complete it.
Approach
The spot illustrates how the test is a life-saving opportunity, as a man in his 50s takes a loo roll and erupts into a graceful dance to I’ve Got to Be Me by Sammy Davis Jr.
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