Thursday 8 July 1999
The Institute of Cancer Research is launching its first commercial - featuring pop sensation Robbie Williams in his debut TV advertisement - for the everyman campaign to raise awareness of testicular cancer.
Fitting in with his first American tour in May and the MTV Movie Awards where he sang his hit "Millennium", Robbie gamely paraded around Paradise Cove in Malibu, with false breasts for a half-day shoot to help support the everyman campaign. He donated his services and time to the charity.
"Testicular cancer is affecting an increasing number of young men and it can kill. There is no point in being subtle about this disease just because the subject matter is literally below the belt. We have to raise awareness and do it in a way which is relevant to men of my age," said Robbie.
"I am very happy to support the everyman campaign and the work it is doing to increase awareness and raise money for improved research. But men must also take responsibility themselves. So don't take your balls for granted lads," he added.
The commercial uses one of men's most obvious interests - women - to get the message across. Shown from the viewfinder of a video camcorder, one friend films another in his first attempt on a jet-ski. The film action becomes distracted as the lure of the sun-tanned girls on the beach - and particularly shots of their bikini-clad breasts - proves more interesting for the amateur filmmaker.
Suddenly, an odd-looking pair of naked breasts comes into view - they're false. As the camera pulls back, the breasts are strapped onto Robbie Williams who points at the camera: "Hey you know, if you men paid more attention to these (grabbing his crotch) instead of these (pointing to the false breasts) then maybe fewer of us would be dying of testicular cancer. So go and check 'em out."
The 50-second commercial features a free-phone telephone line to the everyman campaign, 0800 7 31 94 68, for further information.
Professor Colin Cooper of the everyman campaign commented:
"As one of the most famous faces in pop music Robbie is the ideal role model to front a campaign about testicular cancer which affects young men primarily aged between 20 and 35. His involvement will give a major boost to everyman.
"We face many obstacles in trying to raise awareness of testicular cancer: embarrassment, indifference, fear, a reluctance to talk about the disease, and in some cases, dangerous delays in seeking prompt medical attention for a potential problem.
"Robbie's involvement with everyman will enable us to alert many more men, and women, to the issues surrounding testicular cancer."
Testicular cancer has up to a 96 per cent cure rate if caught and treated early. However cases are doubling in Britain every 20 years and the causes are still unknown.
The commercial was donated to the Institute of Cancer Research by Bartle Bogle Hegarty (BBH), one of the world's leading advertising agencies. Financial support was provided by FHM and Air Miles. BBH also designed a press advertising campaign which was launched at the start of June 1999, everyman male cancer awareness month.
Launched in September 1997, the everyman campaign aims to increase awareness of testicular and prostate cancer (which kills 11,000 men in Britain every year) and raise £6 million towards the building of the UK's first dedicated male cancer research centre.
For details of the everyman campaign and a leaflet about testicular cancer, contact the Institute of Cancer Research on 0800 731 9468 or visit the everyman website
For further information please contact The Press Office on:-
Tel: 0207 970 6030
email: [email protected]
Please note:
Unfortunately the press office are unable to answer queries from the general public. For general cancer information please refer to The Institute's cancer information page.