French cancer research center Gustave Roussy is out with a holiday fundraising campaign for which the anchor video, conceived by Paris-based ad agency Publicis Conseil, is a “true story” about the time Santa Clause had cancer. 

The film chronicles Santa’s cancer journey, from discovery, treatment, the support of his family and, like all cancer patients, the emotional ups and downs he endured through the journey to recovery. But recover he does, in time to fulfill his annual globetrotting gift-giving mission.  

The center positions the campaign as a message of hope, noting that 66% of all cancers can now be healed and that “science has made more progress in the last ten years than in the last 100.” It’s also a reminder that donations accelerate the pace of progress.  

"Our agencies have always made Christmas films to sell products or services,” says Marco Venturelli, CEO and chief creative officer, Publicis Conseil. “This year, Santa Claus is defending the fight against cancer because he himself has been affected by the disease. We wanted to raise awareness with Gustave Roussy, but above all we wanted to convey a message of hope and say that he has been cured thanks to the donations received for research."  

View the film, directed by Vladimir de Fontenay and produced by Iconoclast, here.  

Venturelli also created the initial ad that launched Publicis Groupe’s “Working With Cancer” initiative earlier this year. The impetus for that effort was the experience that Publicis Groupe CEO Arthur Sadoun had with his own battle with the disease, which he disclosed and successfully treated last year.