Stand-out in this cluttered market is key. In the style of a home video-diary, we follow the journey of a man from cancer diagnosis, to telling his family, ending more positively with him talking about living with cancer. Throughout we hear how the Macmillan nurse provides support and inspiration. Directed by Bafta-winner Adrian Shergold, the ad has a very special quality. His skills as a drama director are used to express the emotional journey of the cancer sufferer. This is balanced by Sheila Hancock’s voiceover explaining how your donation can ensure more people have the support of a Macmillan nurse.

The ad only began airing on the 1st March 2004, so results are still immature. However, initial indicators are that whilst the ad still has some way to go in terms of hitting response, it has out-performed Macmillan’s previous DRTV performance, whilst over-achieving on average gift levels.