Most cancer charities want to highlight how easy it is to check yourself for lumps or other danger signs, but Testicular Cancer Canada decided to grab some attention by getting guys to do it the hard way.
BBDO Toronto and video production house Crush threw a party at which 20 young men were challenged to have their balls waxed while their reactions were filmed. The results are about what you'd expect, with red-faced screaming and a myriad of facial contortions. And like half the ads on earth, it's set to the increasingly frenetic tune of "In the Hall of the Mountain King" by Edvard Grieg.
So is it a good idea to associate extreme pain with a simple and painless preventative ritual like feeling your testicles? A spokesperson for Crush sent AdFreak this response: "Given that the target audience (young guys) don't ever think about cancer, or checking themselves out, we wanted a light-hearted way to get them thinking about their own groins."
On the bright side, if you decide to go for a full wax instead of simply cupping your crotch after a shower, I'm pretty sure it unlocks an achievement for completing the challenge in Nightmare Mode.