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

Vector strives for authenticity with YouTube star

Traffik connects Kelloggs with extreme sports fan Gavin Peacock

Bonin Bough’s digital lessons for marketers

The Mondelēz marketer shares lessons from the front lines of digital marketing

Mark’s wants #EverythingInJeans

A new campaign from Sid Lee

McDonald’s to sell packaged coffee in the U.S.

QSR to highlight coffee in restaurants

Elle partners with Hudson’s Bay on shoppable videos

#Shopyourmood 'closes the loop' for editor Noreen Flanagan

Porter Gale’s five trends to watch for

A look ahead from a former Virgin marketing exec

Indulgent dessert Danette arrives in Canada

International hit arrives in Canadian grocery stores

Gap takes Casting Call to social media

Online contest gets an upgrade for more back-to-school engagement