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

Millennial-ized market means Kraft Dinner is now KD

Low-risk name change drives brand update across 27 products

Jaguar Land Rover picks Mint

Toronto shop becomes automaker's first agency of record in 15 years

Toronto yoga junky finds her Flow for online contest

Bottled water brand wraps its social media contest after finding The Chi Junky

Working myself out of a job (Column)

In an ideal world, a good company may not need a PR firm. In reality...

Corby dedicates 50% of digital spend to programmatic

Booze brands make a big shift online with new media and platform partners

Shopify to spend more to grow ahead of holiday season

Despite Q2 loss, revenue nearly doubles from a year ago

Diageo launches Jeremiah Weed in Canada

Brand takes 'irreverent approach' to connect with millennials

Amazon expected to become top U.S. clothing retailer

Will ecommerce giant become the king of clothing in Canada?

Weak dollar not all bad news for retailers (Survey)

Canadians are rethinking their cross-border shopping trips