The world's first TV advertisement live from inside the human body will be broadcast soon as part of a cancer campaign.
British broadcaster Channel 4 has teamed up with Cancer Research UK to air a live colonoscopy - the removal of bowel polyps - later this month.
While most polyps do not develop into cancer, some do, and removing them can help prevent bowel cancer developing.
The 90-second ad is part of Cancer Research UK's Right Now campaign, showing the reality of day-to-day life for those affected by cancer.
Patient Philip McSparron is having the colonoscopy after tests were performed as part of routine bowel cancer screening.
He said he hoped that undergoing the procedure on live TV would show that it is not something to be scared of.
"By allowing my colonoscopy to be shown live, I hope to show that it's a simple procedure, not something to be frightened of," he said.
The procedure will be performed and filmed at Cardiff and Vale University hospital by Doctor Sunil Dolwani.
He will be telling viewers what they are looking at and wants to show how the procedure can save lives.
"We want viewers to join us to experience the unique insight of seeing live inside the human body, and witness a procedure that can actually prevent cancer from developing," he said.
Titled Live From The Inside, the 90-second ad airs on January 18.
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