- A man walks into frame and pulls down his pants to reveal his bare bottom

- Strategically placed over his bottom is the native “Skip Ad” button

- He then begs the viewer to put their finger “in there,” or in other words, give him a prostate exam

- Because this was mobile-only, this would have to be the viewer’s actual finger

- Knowing that they would most likely refuse, the man digresses and says, “fine, I’ll get a doctor to do it.”

- A message is then displayed explaining facts about prostate cancer

- And that while the viewer may not have been willing to use their finger to touch the man, they should use that same finger to call their doctor and schedule a prostate exam

- The facts about how treatable Prostate Cancer is are astounding.

- According to the American Cancer Society, when caught in the early stages, Prostate cancer has a survival rate of nearly 100%

- More people needed to hear these facts

- Our target audience of men, age 30+, who consume Vice media, respond very well to irreverent content

- These men are also heavy consumers of mobile video

- We focused on this medium to create an entertaining, socially responsible film with an educational message and a clear call to action

- In a world filled with films that inspire action, we focused on a way for this ad to inspire “inaction,” by giving the viewer an option to do something (skip the ad), but making sure they did nothing (to hear the important message).