Channel 4 has revealed a striking advert for this year's Stand Up To Cancer campaign.
The annual telethon is a collaboration between Channel 4 and Cancer Research UK, with this year's promising to be 'a killer night of fundraising'.
Put together by 4Creative, the bold animated advert released today shows the world of cancer facing calamity of disaster movie proportions, as human scientists close in on a cure.
The heads of 4Creative John Allison and Chris Bovill said in a joint statement: "We wanted to create something that would empower people to stand up and throw cash in cancer's face.
"We did this by literally giving cancer a face. An unpleasant, pathetic, terrified and destroyable face.
"Then what better way to show the epic destruction of cancer than by utilising all the tropes the modern disaster has to offer? In your face, cancer."
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The advert will premiere on TV during The Last Leg on Friday night (September 5), before rolling out into cinemas nationwide.
The Stand Up To Cancer telethon will air on October 17 on Channel 4.
Davina McCall, Alan Carr and Dr Christian Jessen will once again host the event, which promises to be an evening of star-studded entertainment.
