Ask your doctor to check your neck. It could save your life. www.checkyourneck.com

I am shaking my head at the moment, trying to figure out where to start.

The illustration is good. Actually, I think it is awesome. Very raw, very sharp and definite. Strong colours and simple arrangement.

The rest…well like I said, it is diffucult to know where to start. Not necessarily because tehre is so much wrong with the ad, but more because each wrong thing has an effect on another wrong thing. It is a jumbed mess.

It iseems inneffective to make a connection between these three things that nobody likes doing, or cares very much about, and another, new annoying thing that we have to do at the doctors. The copy is more effective in sending the message than the images, but still it isn’t really convincing me.

I think the campaign to get men to check their testicles needs to be done, complete, and declared officially successful until that issue itself can be used as the backbone for another cause (or at least a significant part of the vertibrae). Men still don’t care enough about testicular cancer, or prostate cancer for that fact, and this ad wrongly assumes they do.

Breast cancer, on the other hand, enjoys greater awareness, however this point just makes it’s appearance in this ad even more obscure.

Unfortunately, I think this ad does little of what it sets out to do. The average viewer will probably think  about thyroid cancer, but then get distracted by the weird illustrations and seemingly irrelevant copy, then walk away confused.

But will they check their neck?

Advertising Agency: Lowe Worldwide, New York, USA
Creative Director: Bernie Hogya
Art Director: Raj Kamble
Designer: Ken Rabe
Copywriter: Chip Rich
Illustrator: Keith Negley
Chief Creative Officer: Mark Wnek

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