Because of the UK government's failure to act in a timely manner, the NHS has been stretched to the limit coping with the Covid-19 pandemic, and that has inevitably meant that those in need of other treatments have been neglected. Contributing to this, no doubt, is the selflessness of those who are painfully aware of the NHS's crisis, and haven't wanted to add to their burden.

This is the latest in a series of films out of agency M&C Saatchi which seek to remind people of the importance of acting swiftly if they have symptoms such as a long-term cough. It is ironic, of course, having established that such a cough has nothing to do with the current pandemic, you might feel an understandable tinge of relief, only to discover later on that it is a portent of lung cancer.

It's not exactly a cheery message but it is important, and Agile's Saul & Josh have injected some visual flair in a bid to make people pay attention.

If we generously assume that the English translation of the voice-over of this German language ad misses some of the nuance of the original, then this is a pretty attractive piece of work. The vignettes have been neatly stitched together to convincingly represent the idea that each of us knows what is good for us.

This idea of taking personal responsibility is one that the advertised medical insurance company hopes will extend to paying them a monthly premium. It's an emphasis on freedom which is familiar in this sector, and conveying it in a manner which resonates with the target market is a tough ask… successfully negotiated here thanks to some compelling imagery.

Self-help meets the esoteric in this mysterious short film from Neil Linpow, written by Hunter Andrews. The action follows an enigmatic figure as he navigates darkened hospital corridors, accompanied only by the persuasive voice of support coming through his headphones.

Two strong performances anchor the piece's emotional intensity: Linpow's deeply conflicted disciple and Michelle Fairley's charismatic, cult-like voice of 'reason'. As he ventures deeper into the halls and the sinister purpose of his visit becomes clear, her promises to help him "return to nature" become ever more forceful in tone.

The film's title adds an extra layer of intrigue too. While there are tantalising hints about what took place during lessons one-to-six (a bandaged hand suggests this is an escalation of existing violence), much is left unexplained. This is a cleverly constructed examination of the human urge to follow, and to trust that technology has our best interests at heart. One can only speculate what lesson eight holds.

This 30" Apple Watch commercial evokes some of IKEA’s trips to the Land of Nod. One of three ‘Future of Health’ ads directed by Ian Pons Jewell, this instalment focuses on sleep tracking with striking, CG-enhanced results.

As the drowsy protagonist talks to camera, her bedroom turns to sleep dust (the non-mucus kind) and sends both her and her cat floating down below. Those who dream about falling from a plane or a skyscraper may balk, but at least this scenario has a soft, happy ending.

Heightened visuals and a calmative VO blend well here, as the fruit-based tech giant continue their ambitious/creepy preoccupation with consumers' vital signs. Still, nothing to lose sleep over...probably.