As a nation we don’t pay enough attention to our health. We live on autopilot, too preoccupied to stop and check if everything’s ok. A huge problem when it comes to spotting signs of cancer.

AMV BBDO’s new campaign for Cancer Research UK holds up a mirror to this very British behaviour, exposing the reality that people ignore things right under their nose.

The TV, cinema and online film centres on a British high street. Over time, a mysterious lump grows out from the pavement, it gets bigger and bigger until finally it becomes impossible to ignore. Or so you’d imagine. In fact the hundreds of passers-by do nothing, carrying on with their day, ignoring the lump that has taken up home in their midst.

Work in this campaign