Prostate Cancer U.K. Launches Uplifting Spots from VCCP

In collaboration with VCCP London, Prostate Cancer U.K. has launched two empowering spots that encourage men to take a proactive stance concerning their health. 

The first ad titled "A Future Full of Good Things 'Layla,'" introduces viewers to Abe, who is then shocked to find his infant grandchild Layla talking to him like an adult.

Layla then tells her grandfather that she will be born four years from that moment and that his "weird thumbs" have been passed down to her. 

"You and me, gramps, we'll be like peas in a pod, get up to all sorts. We'll share the love for chocolate, '70s soul, and freezing our bits off watching Palace lose," the child shares. 

However, to enjoy these moments, Layla emphasizes Abe's need to prioritize his health, encouraging him to take the Prostate Cancer U.K. Risk Checker. 

"One in eight men get prostate cancer. And because we're black, your risk is double," she details. 

The spot ends on a light note, with Abe asking Layla who her father will be four years for now, disappointed to know it will be a man named Aaron. 

The second spot titled "BBQ" begins with middle-aged Steve taking out the trash at night, before his barbecue grill begins talking to him. 

The "ceramic bad boy" then boasts his grilling skills, taking in six whole chickens in one go, and being everything a man like Steve desires. 

Eventually, the talking grill reveals that Steve will receive him as a 60th birthday gift five years down the line — so he needs to make sure he's still around by then.

Due to the concerning statistic of men getting prostate cancer, the machine encourages him to check his risk online to curb complicated treatments. 

"See you in five years, big fella," the grill tells Steve, as the commercial ends. 

Breaking Norms

The two latest spots from the organization hope to bring light to an otherwise serious topic by blending in its own brand of lighthearted comedy. 

Directed by Gary Freedman, the "Future Full of Good Things" campaign aims to break the mold of conventional cancer awareness efforts by focusing on the positives of having a longer, fulfilling life.

By showing the promise of spending time with grandchildren, and having the perfect BBQs, the two spots remind its viewers of the wonderful things life has to offer if they make the active effort to look after their health.

"A talking BBQ and a grandchild from the future might not be what you expect from a charity raising awareness of cancer risk, but we’re driven to grab men’s attention across the UK with this vital message," said Prostate Cancer U.K. Director of Communications John Dickinson-Lilley.

In jumpstarting its awareness campaign, Prostate Cancer U.K. screened its spots during one of the biggest summer sports events this year, the FA Cup Final.

"We’re delighted that this campaign takes a fresh approach to raising awareness of the most common cancer in men, prostate cancer," Dickinson-Lilley concluded.

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