This powerful campaign empathetically recalls the moment of hearing “cancer” contrasted with the KEYTRUDA moment — when patients find hope in a treatment that can help them face it.

It was vital to represent all “faces” of cancer, inclusive of under-served populations. The story was developed for 20 characters spanning different ages, races, SES, family structures, and regional affects. By casting real families (a COVID-related pivot), the authentic interactions mirror real cancer journeys and deliver against the brand’s commitment to genuine storytelling.

The campaign gives different people facing cancer someone to identify with through these big and small moments: from a mother of two children with an active cancer support group to an older man who loves getaways with his wife; a mother/daughter duo preparing for her wedding day; and a large family who cherish nights together and are working through everyday milestones like teaching a son to drive.

US regulations require the inclusion of a major statement to provide balance of product benefit claims.

Creating a “masterbrand” oncology campaign meant traversing complexity in uncharted territory for the category. Representing multiple indications (including accelerated FDA approvals) while only featuring one indication in the spot necessitated working with the FDA.

Adult patients and caregivers.

In the face of an advanced cancer diagnosis, people seek hope and confidence in living their lives. There’s a small window between hearing “cancer” and starting treatment. Putting the brand top of mind at/before diagnosis can lead to asking if KEYTRUDA is right for them.