We like this ad from Cancer Research UK. I know that sometimes the temptation (or the internal pressure in the creative department) is strong to do something sensationalist or creatively overly clever on a brief like this. To their credit, the people responsible have kept it simple, and in doing so have created something that feels powerful and real. As we've said before, sometimes the smartest thing an agency or creative can do is to get out of the way of the communication. The best creative work doesn't always look like creative work. Hats-off to those involved.