The film features 3 women from different walks of life—who are connected by this diagnosis—as they open up and get real about what it’s really like to live with metastatic breast cancer. They speak on behalf of all women with mBC. They won’t survive this diagnosis—so to tonaly ground the spot, we confronted fear, anxiety and isolation head-on, rather than just focusing all on positivity. Life is a mix ,especially for these women, so that’s what we aimed to reflect in the film. We follow these women in a sort of ‘month-in-the-life’ way, while they’re with friends, family, colleagues—always knowing they’re trying to get make the best out of every moment they have left. And that’s something to cherish.

Metastatic breast cancer kills 40,000 Americans each year. There’s no cure. And while there’s overwhelming optimism, attention and resources spent on early stage breast cancer and pink ribbon movements, women with the metastatic disease often feel cast aside; alone, scared and confused.

Through research and many conversations with metastatic patients, we learned these women are searching for connection and understanding. They want authentic, useful information about their diagnosis and treatment options delivered in a straightforward way that reflects how they’re actually feeling in real life.

This spot features 3 women—representing the voice of the larger metastatic breast cancer community—sharing insights about what it’s really like to live with this diagnosis.

Delivering the Kisqali brand campaign promise of “Keeping it Real,” the spot brings the emotional impact of their reality to life, provides a sense of empowerment, and celebrates the hope that comes with Kisqali’s proven efficacy.