Unexpected allegories: can your brand’s storytelling learn from a cancer centre?

High production, high concept advertising can pop up in some unexpected places. But what can agencies learn from a cancer centre’s recent long-form campaign?

Complete with creative camera angles, tasteful lens tints and stylish editing, this was our first viewing of an advertisement from Montefiore Einstein Comprehensive Cancer Center, and we must admit, the results are impressive.

The film follows a young breakdancer’s eye for talent, illustrating the importance of spotting talent early, because if you do, no victory is out of reach. The message, of course, is that spotting cancer early is also important in achieving positive outcomes.

While the link between breakdancing and a cancer centre may seem tenuous, there’s a fair bit of synchronicity inspiring Montefiore Einstein Comprehensive Cancer Center’s campaign.

Both the dance form, and the centre were born in The Bronx, and with the 2024 Paris Olympics marking the first time Breakdancing is elected as an Olympic sport, the timing is decidedly on point.

Narrated by Bronx icon, hip-hop pioneer and hall-of-fame rapper Rahiem from Grandmaster Flash and the Furious Five, the film was directed by Emmy Award-Winner Seb Edwards of Park Pictures and shot by Emmy Award-Winning Cinematographer Adam Arkapaw.

The integrated campaign spans broadcast films, Social, Digital, Print, OOH, Podcasts, Madison Square Garden, and New York Times partnerships as well as iconic painted wallscapes throughout NYC and The Bronx.