A GRANDFATHER has appeared in the world’s first live TV advert from inside the human body when his colonoscopy was broadcast by Cancer Research UK and Channel 4 on Wednesday.

Philip McSparron, 60, from Barry, features in a 90 second advert which was shown at 3.25pm and represents the first time this procedure has been performed live in an ad break.

The aim was to provide viewers with an opportunity to watch the removal of a bowel polyp as it takes place.

While most polyps don’t develop into cancer, some do, therefore removing them can help prevent people like Mr McSparron from developing bowel cancer.

He was inspired to take part and help raise vital awareness after his brother John was diagnosed with the disease in 2010.

The advert is part of Cancer Research UK’s Right Now campaign which aims to show the reality of day-to-day life for those affected by cancer, bringing together the real stories of patients and their loved ones, researchers and medical staff.

Mr McSparron, a welding inspector, had the colonoscopy after tests done as part of the routine bowel cancer screening programme picked up hidden traces of blood in his stool.

Further tests showed Philip had two bowel polyps, which were removed during the procedure.

The advert showed live footage from a camera which is linked to a flexible tube called a colonoscope.

It then showed the removal of bowel polyps through the colonoscope.

He received a bowel screening kit in the post just after his 60th birthday in 2016.

Mr McSparron said: "If it was not for my older brother John’s experience six years ago, I am not sure I would have done it.

"He had been fit and healthy but he was diagnosed with bowel cancer after using the kit and sending it back.

"When my kit turned up, I did it straightaway and sent it back.

"I would have thought that there was no need to do it if it hadn’t been for John’s experience.

"I had not felt unwell and there was no other family history. I am very glad I did.

"It has been an eye-opener and I am happy to raise awareness about the importance of screening and early diagnosis," he said.

Consultant gastroenterologist, Dr Sunil Dolwani, performed the procedure at University Hospital Llandough and narrating the procedure live as it was happening.