Cancer Research uses TV ads to target men

Cancer Research is launching a TV advertising push targeting what it calls the "untouched" male market. The month-long campaign, which has been created by direct marketing specialist Watson Phillips Norman (WPN), breaks next week (January 7).

The ad calls for people to set up a regular donation by phone or through the charity's website. WPN client services director Gail Cookson says of the campaign, which features a father and son on a fishing trip: "The fact that the central character is male works for both sexes."

She adds that, in general, men do not respond as frequently as women but that when they do they tend to give more.

The campaign will run on a number of digital channels, as well as Five. Lord of the Rings star Sean Bean provides the voiceover for the ad.