The Institute of Cancer Research‘s Everyman campaign has recently raised awareness of testicular cancer through the television commercial, “Balls”. The TV advert, first aired on July 11, 2006, shows a range of British men wearing comedy testicles as they go through the everyday life.
In a London diner, The Abbey Restaurant and Cafe, two men get up from their meals, carefully carrying two large pink sacks from their waist. In the Central Business District, coffee-carrying business men wear their balls on the outside of their suits. A man runs to a bus, his balls bouncing as he is forced to stop and watch the bus leave. The display continues with TV presenter Dermot O’Leary, two mechanics, a city gardener, two joggers, men in a lift (elevator), a businessman massaging his balls against a high rise window, two couriers. The super appears over a scene with four men practicing Tai Chi: “Make Your Balls a Bigger Part of Your Life. Check yourself regularly. 99% of testicular cancers can be cured, if spotted early.”
Viewers are directed to Everyman’s web site, www.everyman-campaign.org and a free phone number, 0800 721 9468. Everyman funding reearch to cross out male cancer.
The tongue-in-cheek humour is combined with a serious health message about testicular cancer which is the most common cancer to affect men aged 15 to 45 years old. The incidence of the disease has risen dramatically in the past 20 years and there are now around 2,000 new cases diagnosed every year in the UK. Early diagnosis is crucial – if testicular cancer is caught early enough it has a 99% cure rate so stressing the importance of regular checking for worrying signs can be life-saving.
“We realise that showing men with giant testicles is quite controversial, but the advert has been filmed in such a humorous way that we feel it will appeal to young men, which helps us to spread important messages to them,” commented Alison Morgan, Communications Manager at Everyman. “Everyone who has worked on this ad has given their time completely free to help Everyman, a commitment which we appreciate enormously. Thanks to them, we hope many more young men will check themselves regularly for the symptoms of testicular cancer, which will ultimately save lives.”
Credits
The Everyman Balls TV advert was developed at advertising agency DLKW by creative directors Steve Boswell and Steve Drysdale, copywriter David Feldman, art director Adam Fish and agency producer Christian Lobo.
Knucklehead director Ben Gregor filmed the spot in Barking, London.
Post production was done at Framestore, London. Costumes were created by Asylum Models & Effects.
The Everyman Balls viral campaign directs viewers to the site, www.noticeyournuts.com.
Making Plans for Nigel
Music for the Everyman Balls TV Advert is a cover of XTC’s “We’re all making plans for Nigel”, performed by Nouvelle Vague, featuring Camille. The track is on their 2004 album, Nouvelle Vague Vol.1, available from Amazon.co.uk
Lyrics
We’re only making plans for Nigel
We only want what’s best for him
We’re only making plans for Nigel
Nigel just needs this helping hand
And if young Nigel says he’s happy
He must be happy
He must be happy
He must be happy in his work
We’re only making plans for Nigel
He has his future in a british steel
We’re only making plans for Nigel
Nigel’s whole future is as good as sealed
And if young Nigel says he’s happy
He must be happy
He must be happy
He must be happy in his work
Nigel is not outspoken
But he likes to speak
And loves to be spoken to
Nigel is happy in his work
Nigel is happy in his work