Client: Paddy Power
Prostate cancer is serious and getting checked is vital. So Paddy Power did what any responsible brand would do: used the nation’s favourite prick, Piers Morgan, to explain that getting checked doesn’t involve the finger up the bum you're scared of, just a little blood test. This campaign used a celebrity that was a perfect fit and a completely unexpected choice for its audience. We turned a nationally divisive figure into the butt of the joke, cutting through stigma, landing a vital health message and reaching men who typically switch off. Delivered as part of Paddy Power’s Even Bigger 180 campaign in partnership with Prostate Cancer UK, this standalone idea made mischief the message, achieving 12m views, wall-to-wall tabloid coverage and over 25,000 men checking their risk in the process - one of whom got in touch with Piers personally to thank him for saving his life.
