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Few things build sympathy for a character quite like a battle with cancer. Such a battle encompasses three-quarters of this hard-hitting new PSA from BBH London for St. John Ambulance—beginning with a man's diagnosis and continuing through his recovery. But then, without warning, tragedy strikes.
The whole point of this spot is to blindside people, so we won't spoil the plot. Suffice it to say, the irony of the film's final frames serves as a reminder that the most exhaustive medical care can sometimes amount to nothing without knowledge of the simplest treatments around—a lesson the viewer learns the hard way, having traveled, with the patient, some treacherous terrain (the spot is nothing if not emotionally manipulative), only to get pushed off a cliff when safety seemed most imminent.
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