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

BMO unveils first campaign from Y&R

A new, employee-built tagline is designed for Canadian and U.S. markets

Supermarket chain battles criticism over World War I ad

Sainsbury's four-minute television spot depicts the 1914 Christmas Truce

Best Buy posts unexpected sales gain, prepares for holiday deals

Best Buy CEO: Holiday deals will be more "balanced and targeted" this year

Frank & Oak gets into home decor with Etsy collection

Menswear retailer experiments with handmade home goods

Ford Canada hits the streets of Montreal in new web series

Brand focuses on one of the most important small car markets: Montreal

Dairy Farmers of Canada and W Network’s cheesy campaign

Holiday effort from m2 targets ‘zestfuls’

Target Canada focuses on holiday sales, then its future

Signs of improvement outlined in the company's third-quarter report

Metro boosts Q4 profit, revenue and same store sales up

Montreal retailer posts $115.6-million profit

Kiip launches white label loyalty solution for brands

Platform helps marketers offer specialized rewards for new or loyal users