Comments from the youtube video
|
The first 30 seconds of this ad feature a father and daughter as he was reading a night-time story for her, it opens with the word ‘a dad with cancer is still a dad’. The next 30 seconds shows a more violent side of cancer, it shows scenes such as vomiting and panicking. In one of the scene a nurse asked, “how did it go with Molly?” referring to his daughter, he answered, “I think she understands”, the nurse than comfort him and say “I know it’s hard”. The ad then ends with the same scene as the beginning of the ad with the slogan ‘life with cancer is still life’.
This advert use social appeal and lifestyle executional style. It centers around family and surviving cancer. Through this ad, Macmillan shows how this company can support cancer patient. Many of the complaint come from the upsetting depiction and scene in this ad. Many saw this scene as too gruesome or triggering for those whose family member has got or died from cancer. Despite the complaint, many saw this ad as powerful for its realistic depiction. ASA decided to not upheld the complaint, this is because the ad was considered to be addressing the serious nature of this illness appropriately. |