Dermot Warns Men to Notice their Nuts
6 July 2006
A controversial new advert featuring Dermot O’Leary will be launched today by The Everyman Campaign to encourage men to check their testicles regularly for the signs of testicular cancer. The pro-bono ad entitled ‘Bigger Balls’, was created by Delaney Lund Knox Warren & Partners and can be viewed in full at www.noticeyournuts.com
The advert, with its strapline ‘make your balls a bigger part of your life’, features normal men in everyday situations wearing a pair of giant testicles around their waists. The advert is a first for the campaign, as previous Everyman adverts have talked about testicular cancer but never actually shown testicles.
Scenes include a group of men doing Tai Chi, a gardener strimming foliage in a park, mechanics in a garage, office workers in a lift and a man at a bus stop – all wearing the giant balls. Dermot, who is a Patron of The Everyman Campaign, makes a cameo appearance in one of the scenes and is following in the footsteps of Rachel Stevens and Robbie Williams, who have both starred in previous Everyman adverts.
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. 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.”
The advertisement will be promoted through a viral email marketing campaign linking to the website www.noticeyournuts.com. After viewing the advert viewers are then able to click on a link to find out more information about the signs and symptoms of testicular cancer and how to self-check on The Everyman website.
The ad has been created by Delaney Lund Knox Warren & Partners working with Director Ben Gregor, the production company Knucklehead working with Asylum model makers, track performed by Nouvelle Vague. Post production by Framestore CFC. The website was created by Dialogue DLKW and kindly hosted by Thoughtbubble with functionality by True Clarity.
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For further information please contact:
Alison Morgan or Charlotte Muskett
Everyman Campaign
020 7153 5312
Notes to editors:
- To view the advert log onto www.noticeyournuts.com
- Still photography from the advert is available on upon request
- To find out more about Everyman and ways in which you can help raise funds for male cancer research or for further information about male cancer please contact Everyman on 0800 7319468 or logon at www.everyman-campaign.org
- The Everyman Centre, at The Institute of Cancer Research, is Europe's first and only dedicated male cancer research centre. Everyman must raise £1.5 million each year to support the vital research into male cancer conducted at the centre.
- Delaney Lund Knox Warren & Partners is one of the UK's leading full service advertising agencies, achieving 30% growth per annum since it was established in 2000. In 2005, DLKW was acquired by Creston Plc, a marketing services group. As an agency DLKW has gained a reputation for producing some of the most effective campaigns in the market for Halifax, Vauxhall Opel and the AA, as well as its extensive work for COI Communications. For more information on who we are and who we work with please refer to our website, www.dlkw.co.uk, or call Laura Kelly on 020 7438 4052.
- Dialogue DLKW is the integrated division of Delaney Lund Knox Warren & Partners. They enable brands to have valuable conversations with their customers, primarily through digital and direct and promotional channels. The team of 50, led by Paul Biggins, has extensive marketing experience, enabling us to take a channel agnostic approach to solving our clients' marketing and communications challenges. We have developed effective marketing campaigns, or conversations, incorporating email, wireless and iTV as well as our Direct Marketing. To find out more or to see our latest work at www.dialoguedlkw.com.
- Thoughtbubble is a London based full service web agency, founded in 1997 as a partnership and incorporated in 1999. They offer a range of services to their clients, including consultancy, design, web development, hosting and online marketing. Their four core areas of expertise are e-commerce, content management systems, database integration and personalisation. Primarily working in two markets, Public Sector and Media, they have worked with various UK government departments and charities, including the National Lottery, the British Heart Foundation, UK Cancer Research, and media companies like the BBC, Channel 4, EMAP, the Cannes International Advertising Festival (Cannes Lions), the Clio Awards and O2.
- True Clarity are delighted to have contributed to the Everyman Campaign's Internet requirements, working on the Everyman website and helping in a small way to broadcast a message that will help those afflicted by prostate and testicular cancer. True Clarity look forward to assisting the Everyman Campaign in the future. www.trueclarity.co.uk
