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The Swedish cancer society “It gets better” 2024

The Swedish cancer society “It gets better” (2024) is a The Swedish cancer society commercial directed by Louise Wachtmeister for King, produced by Camp David. It won one award: Ciclope 2024 Silver Special Section Low Budget.

A poignant narrative follows a woman's journey through cancer, highlighting moments of despair and joy, supported by her partner and family, emphasizing that even through hardship, things get better.

Video: Camp David Film on Vimeo

Shot by shot

  1. A young girl with long brown hair sits on rocks by the water, looking out at the calm sea during the day.© The Swedish cancer society0:00
  2. A woman in a hospital bed holds her newborn baby, while another woman and a nurse lean over them, smiling.© The Swedish cancer society0:12
  3. A young woman with brown hair in a ponytail, wearing a blue turtleneck, smiles while holding a small plastic container in a kitchen.© The Swedish cancer society0:31
  4. A young woman with light brown hair smiles softly while looking at a baby, as another person's head is visible in the foreground, in a dimly lit room.© The Swedish cancer society0:45
  5. A lone person stands on a dark, winding road at night, illuminated by a streetlamp, surrounded by trees and bushes.© The Swedish cancer society1:21
  6. Two women and a baby sit at a dining table, seen through a blurred foreground, in a dimly lit interior.© The Swedish cancer society1:41
  7. A family, a woman in a yellow beanie, a woman in a trench coat, and a small child, walk down a hospital corridor, seen through a doorway.© The Swedish cancer society2:02
  8. A woman with dark hair and a patterned headscarf smiles, seen through a car window, with a green background.© The Swedish cancer society2:18
  9. A woman with blonde hair, wearing a beige sweater, stands with her arms crossed, looking out a window at a rainy autumn landscape.© The Swedish cancer society3:16
  10. A young woman with long hair sits at a wooden table, looking down thoughtfully, with a cup and phone nearby in a dimly lit room.© The Swedish cancer society3:32
  11. Two women in white dresses hold hands and spin in a circle, laughing joyfully in a foggy outdoor setting.© The Swedish cancer society3:38
  12. A mother whispers to her smiling toddler, who has blonde hair and is wearing an orange shirt, in a close-up shot.© The Swedish cancer society3:44

Stills © The Swedish cancer society. Made by King, Camp David and Louise Wachtmeister.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

A woman's cancer journey, from diagnosis to recovery, shown through intimate, emotional moments.

Tagline: “It gets better. Beating Cancer Together.”

journey of recoveryfamily supportemotional highs and lowsovercoming adversitylife's milestoneshope in hardship

The cut

Length
248 s
Shots
95
Average shot
2.6 s

What creatives use The Swedish cancer society “It gets better” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of The Swedish cancer society “It gets better”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A young girl with long brown hair sits on rocks by the water, looking out at the calm sea during the day.© The Swedish cancer societyA woman in a hospital bed holds her newborn baby, while another woman and a nurse lean over them, smiling.© The Swedish cancer societyA young woman with brown hair in a ponytail, wearing a blue turtleneck, smiles while holding a small plastic container in a kitchen.© The Swedish cancer societyA young woman with light brown hair smiles softly while looking at a baby, as another person's head is visible in the foreground, in a dimly lit room.© The Swedish cancer society
    Frames from The Swedish cancer society “It gets better”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of The Swedish cancer society “It gets better” in order, with its length, framing and what happens in it.

    A young girl with long brown hair sits on rocks by the water, looking out at the calm sea during the day.© The Swedish cancer societyA woman in a hospital bed holds her newborn baby, while another woman and a nurse lean over them, smiling.© The Swedish cancer societyA young woman with brown hair in a ponytail, wearing a blue turtleneck, smiles while holding a small plastic container in a kitchen.© The Swedish cancer societyA young woman with light brown hair smiles softly while looking at a baby, as another person's head is visible in the foreground, in a dimly lit room.© The Swedish cancer societyA lone person stands on a dark, winding road at night, illuminated by a streetlamp, surrounded by trees and bushes.© The Swedish cancer societyTwo women and a baby sit at a dining table, seen through a blurred foreground, in a dimly lit interior.© The Swedish cancer society
    Length: 248 s · Shots: 95 · Average shot: 2.6 s

  3. 03Ad ideas: every spot built on a journey of recovery

    Before you present an idea, you need to know who has done it, and how.

    The Swedish cancer society “It gets better” is built on a journey of recovery. Search the library by idea to see every spot that uses it.

    Vhi “Cat”© VhiAllianz Australia “Allianz - Adrift”© Allianz AustraliaGENENTECH “Born to Breakthrough”© GENENTECHOnvida Health “In A Flash”© Onvida Health
    Vhi · Allianz Australia · GENENTECH · Onvida Health

More commercials by Louise Wachtmeister

  • VELUX "The Magic Is Here. Let It In" (2026) commercial still© VELUXVELUX “The Magic Is Here. Let It In” 2026Dir. Louise Wachtmeister · Twenty

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Questions

Who directed the The Swedish cancer society “It gets better” commercial?

Louise Wachtmeister directed it, produced by Camp David, for the agency King.

Which agency made The Swedish cancer society “It gets better”?

King created it for The Swedish cancer society (2024).

What awards did The Swedish cancer society “It gets better” win?

1 awards, including Ciclope 2024 Silver Special Section Low Budget.

What is the tagline of The Swedish cancer society “It gets better”?

“It gets better. Beating Cancer Together.”