Michelangelo's once-virile sculpture "David" is the centerpiece of a public service campaign for nonprofit organization Coaches Against Steroids. But he doesn't have much to be proud of.
The Renaissance sculpture has been reimagined to address one side effect of steroid use—the shrinkage of male sex organs.
The TV and poster campaign was created by the ad hoc team of Steve Montgomery, a freelance creative director in Westchester County, N.Y.; photographer and filmmaker Phil Marco of New York City; and Jim Copacino, principal of ad agency Copacino in Seattle.
The commercial, which is set to classical music, opens with a camera panning over the contours of a 6-foot-tall sculpture of David, made of plastic resin. At the end of the spot, it reveals the full-frontal image of the under-endowed David. The poster and TV spot include the line, "Ironically, a lot of guys who do steroids are nicknamed 'Tiny.' "
"This really isn't meant to be tasteless or shocking," said Copacino. "It's a way to graphically communicate this issue. The artwork itself isn't offensive. We're just showing a little less of it."
The PSA is airing in Seattle. Posters are being distributed along the East Coast, to be hung in locker rooms, gyms and training facilities.