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

OPSEU campaign warns of drunk grocery shoppers

Public awareness campaign stems from concern around social safeguards

Pinterest moves into ecommerce with Buyable Pins

Shopping from the social service comes from partnership with Shopify

Mondelez introduces a skinnier, more ‘sophisticated’ Oreo

New cookies weren't designed to be twisted open or dunked, says company

Toronto waterfront neighbourhood gets a creative rebrand

Raw Design invites young creative Torontonians to herald City of Arts

Hershey spreads Reese brand into new market

Consumer demand pushes new product into competition with Nutella

Bullseye – Remember Equity?

Campaigns used to run for years. But as Mike Tennant observes, marketing has become mostly short-term plays

Douglas Coupland to create 3D artwork for Simons

National tour of retail locations will culminate in 2019 unveiling

Walmart.ca to offer online grocery pickup orders

Service launching in Ottawa at 11 locations

WestJet’s expert social media response to bomb hoaxes

The airline's transparent approach has helped calm nerves