One in eight women will suffer from breast cancer at some point in their lives, and such a serious health challenge deserves its own well-meaning PSAs.
But the slightest hint of bare breast—and particularly a bit of nipple—will get your ads banned from Facebook faster than you can click Zuckerberg’s new angry button. So, how does a breast cancer prevention advocacy group help women more effectively check their breasts in the comfort of their own bathroom mirrors?
For ad agency David in Buenos Aires, the answer was simple—man boobs.
They’re real … and they’re either hilarious or disturbing, depending on your sensibilities.
David executive creative directors Joaquin Cubria and Ignacio Ferioli said: “It’s hard to get women over 25 to examine their breasts regularly to prevent breast cancer. But it isn’t hard to make them check their phones every five minutes. So that’s how we decided to get to them.”
They had a problem, though—the mostly automated morality police.
“Breasts aren’t very welcome. They’re censored,” the creatives said. “Even when teaching how to perform a BSE for the early detection of breast cancer. That’s where ‘manboobs4boobs’ comes in. A health-related campaign that requires men to partake in order to succeed.”
At the very least, we think you’ll agree this video is a more effective demonstration of proper breast self-examinations than any peeling doctor’s office poster or infographic. The final belly slap was a nice touch, too.
Agency: David Buenos Aires
Executive Creative Directors: Joaquin Cubria / Ignacio Ferioli
Copywriter: Juan Peña
Art Director: Ricardo Casal
General Accounts’ Director: Emanuel Abeijon
Account Director: Lucila Castellani
Account Executive: Brenda Ranieri
Head of production: Brenda Morrison Fell
Agency’s Producer: Felipe Calvino
Production House: LANDIA
Executive Producer: Adrian D’Amario
Producer: Thomas Amoedo
Director of Photography: Nicolas Hardy
Sound Mix: PORTA Estudio
Editor: Ana Svarz
Clients: Irene Marcet / Isabel Geraige