NHS for men: 'Rocket'. This ad was part of a campaign designed to raise awareness and usage of the NHS Direct website among young men. Focusing on the problem of premature ejaculation, a rocket’s engines fire prematurely, causing the rocket to go off like a damp squid while a message advises men they can find out what they need to know about the problem on the NHS Direct site. As a result of this campaign, spontaneous awareness of the NHS Direct site went up by 25%.