Glaxo Smith Kline is using a set of television commercials to raise awareness of cervical cancer and help connect women to information about vaccination, pap tests and lifestyle changes. In the US, about 11,000 women are diagnosed with and 4,000 die from cervical cancer each year. Every 47 minutes another woman in the US is diagnosed with cervical cancer. “Perfume” presents a woman’s diagnosis in the middle of a stereotypical emotional perfume ad. “Front Porch” shows a young woman visiting 25 year old Kate whose just been diagnosed with cervical cancer. “Night Out” shows a woman in a restaurant discovering by SMS that one of her friends has cervical cancer. Each commercial leads to the site, helppreventcervicalcancer.com
Click on the image below to play the Perfume video in YouTube (HD)
Click on the image below to play the Front Porch video in YouTube (HD)
Click on the image below to play the Night Out video in YouTube (HD)
The Cervical Cancer campaign was developed at McCann HumanCare, New York by creative directors Doug Welch and BJ Kaplan, art director Susanne Frenk, copywriter Jan Franks and agency producer Donna McCracken.
Filming was shot by director Matthäus Bussman via Sandwick with producers Bridgitte Pugh, Stephanie Haberman and director of photography Danny Hiele.
Editor was Mark Nickelsburg at Homestead Editorial with assistant editors Kevin Palmer and Tim Hansberry, executive producer Lance Doty and producer Lauren Cancelosi.
VFX were produced at TANQ, New York, by creative director/VFX supervisor/Flame artist Alex Catchpoole, executive producer Mary-Joy Lu, effects artist Mat Rotman.
Colorist was Lenny Mastrandrea at Nice Shoes, New York.
Audio post production was by Joe O’Connell at Blast.