To say that 2024 has been a series of horrifying moments for the senior Royal Family would be an understatement. For the Prince and Princess of Wales, in particular, this has been a year of instability, fear and incredibly tough public facing decisions as they have navigated the almost unnavigable, following Catherine’s cancer diagnosis in March which came not long after King Charles’s own cancer diagnosis. Then there was the onslaught of speculation which pushed the couple to urgently make Catherine’s health a public matter.
Last week, however, finally marked a more positive juncture for the Waleses, as they were able to announce that Catherine, 42, has now completed her chemotherapy treatment, with the Princess explaining that she is doing what she can to now ‘stay cancer free’. She added that she is planning to return to limited public engagements in the coming months.

The statement came in the form of an artfully produced three-minute video featuring Catherine wandering through sun-dappled meadows in boho dresses (one of which was by Veronica Beard, a designer also favoured by Meghan Markle). William and the couple’s three children George, Charlotte and Louis also appear in a far less formal way than we normally see them, being goofy for the camera, and playing games. William and Catherine, in turn, were physically affectionate with one another in a way that felt nothing short of revolutionary when it comes to the usually stiff-upper-lipped Royals.

The short was filmed last month on a beach in Norfolk by London-based videographer William War, creative director of Detail Films, who regularly work on ‘branded and creative campaigns’, aka adverts. Warr commented on the post on the couple’s Instagram: ‘A total honour to be involved – thank you for trusting me to create this film with you.’ This was not the first time Warr had been commissioned to create a special video of the family; he created another video for the couple in 2021 to celebrate their tenth wedding anniversary, before returning and creating a video for the couple as part of the King’s Coronation last year, although the latest offering felt like the biggest departure for the Waleses as a brand.

The response to the video was mixed; though the message it delivered was undeniably a happy one which everyone was relieved to hear, the high production on the film felt uneasy for some. ITV’s political correspondent Chris Ship said that it was simply ‘like nothing we have seen from them before’, whilst Guardian columnist Marina Hyde said she felt sad that this was the option deployed by William and Kate in order to control the narrative. ‘ I wondered who could possibly feel it was anything but sad that a recovering post-chemo mother should feel that this is her best option for keeping “well-wishers” at bay a little longer,’ she added. One X user put it bluntly when they said, ‘Finding out that the video was created by an ad man had helped me put my finger on why it felt so weird. It’s an advert! For Kate and William!’

PR and branding expert Carla Speight says she believes it marks a brave new era of ‘content’ from the Waleses, and that it’s clear they are stepping out of their comfort zone, ‘The news in itself would have been well received regardless. It would have been fine if Kate had just spoken to us without the Hollywood touch,’ says Carla, adding that it does appear that the couple have taken a page from Prince Harry and Meghan Markle’s playbook. ‘It’s clear Meghan and Harry’s style has an influence here, and following in their footsteps makes total sense. Kate and Wills are eventually going to become King and Queen and no doubt this modern approach is aimed at securing their place as the heads of The Firm as well as being liked too.’

She adds that this rebrand for the heir to the throne and his family was needed after the awkwardness and missteps surrounding the news of the Princess’s initial diagnosis, including the release and subsequent apology for a poorly edited photograph. ‘The Royal family needed a shake-up in terms of how they interact with the public,’ says Carla. ‘Social media is consumed more and more for news, rather than traditional newspapers. They can’t rely on official press releases sent out to traditional media anymore. For them to stay relevant and well-liked, they need to feel like they are more like us and human too. They also need to connect with the younger generations who are increasingly anti-Royal, and this looks like the first step in trying to do that.’

Her latest update is not by any means a clear return to ‘normal’ for Catherine and her family. Indeed, during the video she stresses that her ‘path to healing and full recovery is long and I must continue to take each day as it comes’. The video’s final message is what explains the motif and inspiration for the video with it’s shades of sunshine and shadow, making it all the more poignant and meaningful: ‘To all those who are continuing their own cancer journey – I remain with you, side by side, hand in hand,’ says Catherine. ‘Out of darkness, can come light, so let that light shine bright.’