Saatchi, Company X Redesign the PSA


How do you make cancer funny? With tighty whities and hairy men, which make most everything funny.

For Olay's Skin Cancer Takes Friends, effort, which encourages watchers to get free screenings, Company X and Saatchi and Saatchi put together a spot about a screening station on the streets of New York. Only one man balls up to take the exam and he strips all the way down to his briefs, to the horror of passers-by.

Check it out on the Company X website.

The ad was shot with a set of hidden cameras and reactions were for the most part genuine. Company X editor Barney Miller gushes, "Every friend I play it for says something along the lines of, 'Wow, that's funny. I really need to get a skin cancer screening.'"

Hrm. Okay, then.

by Angela Natividad    May- 8-07   Click to Comment   
Topic: Guerilla, Television   

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Isn't it "tighty whiteys" not "tidy"

Posted by: JOn on May 8, 2007 4:35 PM

But they do look tidy.

Posted by: Angela on May 8, 2007 5:10 PM

I can see why the editor is promoting this spot. The cut is excellent. Great music, too.

Posted by: ronbo on May 12, 2007 9:41 PM