The Best Work You May Never See: Jonathan Alric Directs "Tender yet Tough" for Macmillan Cancer Support, AMV BBDO London


Robert Goldrich
Tuesday, Jan. 12, 2021


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This new campaign portrays Macmillan Cancer Support staff as compassionate warriors who do whatever it takes to help those who face the daily challenges and triumphs of living with cancer.  The staffers’ grit, skill, ingenuity, humor and tenderness shine through in the work including this launch film, “Tender yet Tough,” directed by Jonathan Alric of production house Iconoclast for agency AMV BBDO in London.

“Tender yet Tough” is designed to drum up financial donations for Macmillan which has seen its funding hit hard during the pandemic. Estimates are that as many as 50,000 people in the U.K. are missing a cancer diagnosis because of the disruption caused by COVID-19. That number could double by this time next year if cancer referrals and screening do not catch up. This would leave 100,000 people at risk of being diagnosed late and having a lower chance of survival. The “Forgotten C” means Macmillan’s services are more vital than ever.

Michael Pring, deputy chairman & CMO at AMV BBDO, commented: “We have high hopes that sharing the true spirit, grit and empathy of Macmillan professionals in this way will motivate millions of people to seek the support they need and to donate whatever they can, because unfortunately cancer does not go on hold during a pandemic.”


Client Macmillan Cancer Support Agency AMV BBDO, London Alex Grieve, chief creative officer; Nadja Lossott, Nicholas Hulley, executive creative directors; Andy Clough, Rich McGrann, creative directors; Benjamin Polkinghorne, Scott Kelly, creative team; Verity Elvin, TV producer; Daniel Mead, typographer/designer. Production Iconoclast, London Jonathan Alric, director; Guy Rolfe, exec producer; Paul Ozgur, DP. Editorial Stitch Editing, London Nicolas Larrouquere, editor. Sound 750mph, London Sam Ashwell, sound engineer. Music “Spring 1” by Max Richter. Postproduction MPC London Lora Nikolaeva, Flame; Matthieu Toullet, colorist; Louise Unwin, exec VFX producer; Amie Kingsnorth, VFX producer.

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