In a previous campaign Marie Curie illustrated the future of terminal illness in a video animation. In the newest video from the British charity they keep it very close and in the present day. The campaign is called ‘light in the darkest hours’, which shows the care and support Marie Curie nurses provide through the night to people living with a terminal illness.
The TV ad features a real Marie Curie Nurse, Elizabeth Wolley, who has been with the charity for 7 years and focuses on the Marie Curie Night Nursing service.
The most difficult moments in life are very intimate and fragile. Director Tom Tagholm has managed to portray it in a very human way from both the side of the patient as the nurse.
Jude Bridge, Executive Director Marketing, Fundraising & Public Affairs for Marie Curie:
This ad is rooted in the real life experiences of people who have been cared for by our Marie Curie Nurses. We wanted the advertising to focus on the nursing care we provide to people through the night at home and the impact this has on loved ones. Families often talk about our nurses as being a light in the darkest hours and we hope the ad will help us reach more people at a time when they need it most.
The light in the darkness is taken very literally by the director. The film was shot with real lightbulbs to create natural contact lighting on the skin and surrounding environment.
Agency: Saatchi & Saatchi London