The Prostate Cancer Charity Radio, Digital CHECK UP by Publicis London


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Industry Public Safety, Health & Hygiene, Against Cancer
Media Radio, Digital, Interactive & Mobile
Market United Kingdom
Agency Publicis London
Creative Director Nik Studzinski
Account Supervisor Sophie Roberts
Released October 2005


Cannes Lions 2006
Radio Charities, Public Health & Safety, Public Awareness Messages Gold Lion

Credits & Description

Advertising Agency: PUBLICIS, UNITED KINGDOM, London
Creative Director: Nik Studzinski
Scriptwriter: Gary Turner/Jamie Marshall/Ricky Gervais
Agency Producer: Eve Mcgarr
Account Supervisor: Sophie Roberts
Advertiser's Supervisor: John Neate

Script in English

SFX: Door knock.

MV1: Come in.

MV2: Alright.

MV1: Ah, Mr Pilkington and how are we today?

MV2: yeah, I'm all right doctor. I've just come for my check up.

MV1: Ok then pop your pants off.

MV2: What?

MV1: Just pop your pants off.

MV2: What have I got to take my pants off for?

MV1: Well, because I've got to put my finger up your erm..

MV2: What up my what?

MV1: check your prostate gland.

MV2: Don't worry about it.

MV1: Well I am worried about it because prostate cancer kills ten thousand men every year in

MV2: You can check that out if I get any symptoms.

MV1: Well there aren't always symptoms and symptoms do vary from man to man so the best
way to check it out is if I put my finger up there and have a feel. Don't worry about it.

SFX: Squishy noise.

MV2: Is that it?

MV1: Yeah.

MV2: It's not that bad.

MV3: I don't know why he was worried. You've probably saved his life there.

MV2: Does he have to be here?

MV1: He's just a mate don't worry about him. He's just watching. Watching me at work.

VO: For more information visit The Prostate Cancer Charity website. Real men know all about it.

Brief Explanation

Using Ricky Gervais, one of the UK's leading comedians and star of the award winning
BBC2 show 'The Office' helped make our campaign to raise awareness of Prostate Cancer
extremely powerful. We know that using Gervais and his humour to deliver a serious message would be very
effective in getting men to talk about topics that they may find threatening or unpalatable.