Cancer Research UK launched its summer 2014 TV advert last week, focusing on the fact that one in two people now survive cancer.

The film starts with the line: “This is it. The moment we can say that as many people now survive cancer as die from it”.

It shows the work the charity does by showing off its charity shops, cake sales and fundraising events as well as scientists working on a cure.

The 40-second film starts with a happy and upbeat tone as we see runners taking part in the Race for Life for their family and friends, and a young girl baking cakes for a charity bake sale, before the music slows to a more sombre tone as it shows hospital wards where those with cancer are receiving treatment.

However, it ends by with the optimistic line: “We will beat cancer sooner”, as CRUK encourages viewers to “join the fight” through #WeWill.