Cancer charity Prostate Cancer UK is marking Father’s Day 2022 with a heartwarming spot created by London agency BBH, which celebrates all that it means to be a father.

The short film features a collection of home videos interspersed with specially-filmed segments set to a dad-themed rendition of Robbie Williams’ ‘She’s the One’.

The campaign’s main aim is of course to raise awareness around prostate cancer in the UK, which kills an estimated 11,500 men a year, or around 30 a day, with the spot’s key message being: ‘Imagine a day without our dads.’

With a trimmed-down 90-second version of the spot airing during tomorrow’s ‘Gogglebox’ programme on Channel 4, campaign materials will also be rolled out across out-of-home, social media and radio.

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“Thirty men die of prostate cancer every day. That is 30 dads, uncles, brothers and friends who will be lost this Father’s Day alone,” Prostate Cancer UK director of communications, Ali Day said.

“Our campaign has been created to remind people what they would miss in a world without dads, to encourage a wide and diverse audience to join us and donate to lifesaving research.

She continued: “These funds are vital in developing an effective screening programme that can accurately test and diagnose men earlier, which could save thousands of lives each year and help give more men more Father’s Days.”

BBH creative director, Nick Gill added: “Prostate Cancer UK’s mission to stand with men got us thinking about what life would be like without the men we love and all the things we’d miss, especially when it comes to our fathers.

“So ‘Ode to dads’ was conceived – a love letter to them, and a celebration of all the day-to-day eccentric dadisms we wouldn’t be without.”