Crush, BBDO catch slow-mo screams for cancer awareness video

Toronto-based animation and design studio Crush and ad agency BBDO have teamed up to create a cringe-worthy YouTube video to raise awareness of testicular cancer. The spot documents 20 men getting waxed… ahem… down there at a March 27 fundraiser. As a larger group enjoyed drinks and appetizers at Crush, volunteers had their names drawn […]

Toronto-based animation and design studio Crush and ad agency BBDO have teamed up to create a cringe-worthy YouTube video to raise awareness of testicular cancer.

The spot documents 20 men getting waxed… ahem… down there at a March 27 fundraiser. As a larger group enjoyed drinks and appetizers at Crush, volunteers had their names drawn from a hat, and were sent to another room to be waxed. Meanwhile, in the main room, guests watched their reactions through a live feed – and a slow-mo replay afterwards.

The resulting ad, which the team created for free, recreates that moment – just the men’s faces as they’re waxed, some taking a drink for courage beforehand, some screaming red-faced at the end.

The video was released April 1, to kick off testicular cancer awareness month.

The idea grew after Crush’s Andre Arevalo started thinking about doing a video focused on pain tolerance, and the team zeroed in on testicular cancer as a cause. They then approached Testicular Cancer Canada to see if they would be interested in the idea. BBDO provided the script, communication strategy and planning, and Glossy is doing the PR.

“[Testicular Cancer Canada] was totally onboard. The idea was to drive awareness to the cause,” says Natalia Winardi, the producer. “Cheryl [Perry] started Testicular Cancer Canada because she lost her son to it. So her thing is if we can just save one guy – just get one guy to check.”

Brands Articles

UP Express to showcase unique Toronto brands 

Retail and lounge space to 'promote the pride and prosperity of Ontario'

Sharing consumer insights for B2B marketing

Carlton Cards retains retail clients by delivering data analytics

Canadian Tire opens second innovation lab

Digital Garage in 'Silicon Valley North' is part of retailer's ongoing digital transformation

Chatr looks for sure footing in transition

New Canadians at the heart of new customer focus and rebranding

Brand Doctors: Facebook

Has it got its global messaging right, or is it developing an identity crisis?

Hey marketers, stop messing with your brand (Column)

Radical change is medicine that is often worse than the disease: Bruce Philp

Simplicity at the heart of McDonald’s revival plan

Fast food chain also adding choice to the menu to avoid growing stale