Roswell Park Releases Super Bowl Ad Early

‘Dear Cancer…’ explains what the disease has taught us
Friday, February 1, 2019
  • Cancer survivor Juliana shaves her head in tribute to her sister in a moment from Roswell Park's "Dear Cancer" video, a version of which will air this Sunday during the Super Bowl.
    Cancer survivor Juliana shaves her head in tribute to her sister in a moment from Roswell Park's "Dear Cancer" video, a version of which will air this Sunday during the Super Bowl.
Highlights: 
Roswell Park's 4th ad airing during Super Bowl has theme 'Dear Cancer'
Voice reads poem addressed to disease as images of several people flash onscreen
Longer companion video highlights courage, determination of cancer survivors

BUFFALO, N.Y. — We just couldn’t wait any longer. For the fourth time, Roswell Park Comprehensive Cancer Center has launched a 30-second regional television commercial, set to air in the Buffalo region during the Super Bowl on Sunday, February 3. The spot is called “Dear Cancer…”

Watch the full 60-second version of the Roswell Park video that will debut Sunday, Feb. 3, during the Super Bowl.

“Here I stand with dignity and grace.” So says the narrator, who reads a poem addressed to the disease as flashes of patients and survivors come across the screen. Cancer is depicted as a teacher, who has given those affected a chance to learn how to live, be thankful, and to give. Fighting through challenges, each scene depicts a different level of their journey – and how Roswell Park stands with them, every step of the way.

Completely produced in-house, we wanted to showcase the inspiration and courage of Roswell Park’s cancer community during one of the biggest sporting events of the year. Watch as survivors like Ashley lovingly lifts her third child, after doctors told her she could not have children – or as John moves strongly into recovery, just 24 hours after surgery.

In keeping with our message of determination and hope, we’ve been sharing a 60-second extended version on social media. Catch additional video of men and women who have lived and learned while handling cancer, and why they continue to be #RoswellStrong.

The full 60-second version is available for viewing/sharing at: https://www.facebook.com/RoswellPark/videos/387450882058053. (Thirty-second version available on request).

We can provide a source to talk about the inspiration behind our new video/television ad.

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Roswell Park Comprehensive Cancer Center is a community united by the drive to eliminate cancer’s grip on humanity by unlocking its secrets through personalized approaches and unleashing the healing power of hope. Founded by Dr. Roswell Park in 1898, it is the only National Cancer Institute-designated comprehensive cancer center in Upstate New York. Learn more at www.roswellpark.org, or contact us at 1-800-ROSWELL (1-800-767-9355) or ASKRoswell@RoswellPark.org.

Media Contact: 

Rebecca Vogt, Media Relations Specialist
716-845-4919; rebecca.vogt@roswellpark.org