Play with Yourself to Fight Cancer!

Y&R Peru's campaign against cancer.

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Men, put down your joysticks and pick up your…uh…joysticks? Y&R Peru has teamed up with the League Against Cancer to launch a new AD campaign targeting the favorite activities of men, including texting, video games and the Rubik’s cube (is it?) and suggest that you “put your fingers to better use” and check for testicular cancer. Good concept, but the clever use of boxer briefs is the real selling point of this campaign. Now, for the sake of your own health, go play with yourself. [Creativity]

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