The Princess Margaret Cancer Foundation has launched the latest installment of its Carry The Fire brand platform. Created by Toronto ad agency Broken Heart Love Affair, the 60-second spot brings the true story of a dream, loss, and legacy to life--delivering a message of collective strength and enduring hope, inspired by the patients, families, and researchers working toward a future free from the fear of cancer.

Told through the voice of Hilda Machado, the mother of Anthony Machado, it tells the story of a dream left unfinished and the lasting bond it inspired. Just two weeks after purchasing a bike to participate in The Princess Margaret Cancer Foundation’s annual Ride to Conquer Cancer, Anthony’s liver cancer, which had been treated successfully for over five years, recurred. He tragically passed away one month before the event. Left with her son’s bike and his dream, Hilda later met Wil, a cyclist she encountered at a coffee shop. Moved by Anthony’s story, Wil not only bought the bike but made a promise to ride it in the fundraiser in his honor. Each year since, he has kept that promise, carrying Anthony’s spirit with him for four consecutive Rides--and will do so again this year. In total, Wil has completed an incredible 14 Rides to Conquer Cancer.

Directed by Rodrigo Garcia Saiz via Frank Content, the documentary-style spot employs a subtle visual effects reveal to drive the narrative: as Wil rides, two shadows stretch across the pavement, one belonging to Wil and the other representing Anthony, symbolizing Wil’s commitment to carrying Anthony’s memory and dream through the Ride.

Taking place June 7–8, 2025, The Ride to Conquer Cancer is Canada’s largest and most impactful cycling fundraiser, drawing thousands of... Read More