New Cancer Research ad takes viewers live inside a human body

Cancer Research aired a daring ad on Channel 4 last night, which came live from a surgical theatre at the University Hospital Wales. The ad showed a polyp being removed from the bowel of a 60 year-old patient Philip, who apart from the scenes from inside his colon, remained off screen. The surgeon, Dr Sunil Dolwani, explained the operation in straightforward terms and we then witnessed the colonoscopy take place, all in 90 seconds.

The ad aims to highlight the developments that Cancer Research’s work contributes to, and a 60-second cut down of it will be shown again tonight on Channel 4. Agency: Anomaly London