Publicis Groupe's Working With Cancer Heads to Super Bowl
A global coalition fighting to end deeply rooted stigmas surrounding cancer and the workplace seeks to reach a massive, highly engaged audience through the Super Bowl.
Ad holding company Publicis Groupe and its partners launched Working With Cancer at Davos on Jan. 17. Today, the organization said it would run a quietly powerful spot, titled "Monday," during New York regional coverage of the Big Game.
Developed with agency Publicis Conseil and directors Elena Petitti Di Roreto and Martin de Thurah, the film mixes documentary techniques with surrealistic imagery to depict the physical and emotional journeys of two cancer patients returning to their jobs.
The full 2-minute version will appear online and in cinemas. WWC has slotted a :60 for the game.
Many of the crew behind the project have battled cancer or served as caregivers. Jackson Bews, one of the lead actors, survived the disease, as has Publicis Groupe chairman and CEO Arthur Sadoun.
"We will continue to rally more companies to the movement," Saudon says in a statement. "But just as vital is the role all of us can play by standing with our colleagues with cancer. That is why we are launching a call not only for awareness, but for action from everyone, to create a real cultural shift."
Indeed, "Monday" stresses community; it shows co-workers, health professionals, family and friends providing support to help ease the stress and tension of cancer patients returning to the office. The fight may be long and arduous, even heartbreaking at times, but no one should struggle alone.
"Our purpose is to help people save money and live a better life," says Doug McMillon, CEO and president of Walmart, a WWC founding member and the world's largest employer. "Supporting the health and well-being our own associates, including those who have been diagnosed with cancer, is at the core of that purpose."
Other partners include Abbvie, Adobe, Bank of America, BNP Paribas, BT, Citi, Google, Haleon, Labcorp, L'Oréal, Lloyd's, LVMH, Marriott, McDonald's, Meta, Mondelez, Microsoft, MSD, Nestlé, Omnicom, PepsiCo, Renault, Sanofi, Toyota, Unilever and Verizon.
"Monday" slots into an integrated campaign backed with $100 million in media donated by Disney/ABC, NBCU, Warner Bros Discovery, Paramount, Fox, Roku, Snap, iHeart, Tiktok, YouTube, NCM, Screenvision, Clear Channel, Lamar, Zeta and Meta.
Combined, those entities may deliver more than 1 billion impressions for the cause.