- During Prostate Cancer Awareness Month, we educated men and urged them to get a exams by creating an ad they would watch until the very end.

- Focusing on mobile-only, served to men-only, this skippable video simultaneously engaged the audience, played to their sense of humor and presented them surprising facts on the topic of prostate screenings.

- We had an actor drop his pants and ask the viewer to put their finger “up there.”

- Not only because it is funny, but to mimic the simplicity of an actual prostate exam.

- We took advantage of the native user experience of the skip button and made it optically “unskippable” based on the strategic placement of the button on our actor’s bare behind.

- This was furthered by our use of mobile, naturally engaging the viewer’s actual finger.

- The film ran during September 2016, Prostate Cancer Awareness month.

- Skippable, mobile-only, pre-roll on the Vice Media app.

- 69% of viewers watched the video until the end

- Compared to the 35% average

- 100% of viewers were disgusted in some way, shape, or form