According to public announcements by the Peruvian agency Circus Gray, they discussed everything from meditation and menopause to existential crises, job changes and fuchsia hair. But mostly one (the voice of reason) would convince the other (the rebels) to go to the doctor for an annual mammogram.
In a series of visually appealing spots likely to shape the brain, four famous Peruvian actors get to the point that early detection is key in the fight against breast cancer.
The somewhat safer ads, in which every actor’s face takes the place of nipples on adjacent, flesh-colored, balloon-like structures, were released this week for the League Against Cancer and World Breast Cancer Day. With the fitting title “Boob Talk”, the spots have to be seen to be believed.
Lima-based Circus Gray recruited well-known stars Patricia Portocarrero, Leslie Stewart, Ebelin Ortiz, and Anai Padilla for the campaign, which is designed to ease the conversation about a serious health problem.
Research by the World Health Organization found that breast cancer is the most common type of cancer in Latin America, causing more deaths in women than any other cancer. According to the WHO, the region can expect breast cancer cases to increase by 64% by 2040.
Latin American women often cite fear as the main reason for not getting annual mammograms. In light of the findings and data, the agency decided to “give a voice to the breasts of recognized Peruvian actresses”.
The women faced some common misunderstandings and excuses during their 60 second PSAs. For example, Stewart says that nobody in her family has cancer, so she should be able to skip her exams, while Ortiz says that she looks and feels healthy so there is no way she can have cancer.
In each scenario, the more proactive breast convinces the reluctant to schedule a doctor’s appointment, with statements like, “If we recognize in time, we will heal in time.”
These aren’t the first anthropomorphized private pieces to appear in advertisements, with “boob talk” just being the newest in the commercial subgenre.
Clemenger BBDO in Melbourne brought men’s genitals to life in a 2015 campaign for Bonds underwear titled The Boys. The spots were focused on two testicles (costumed actors hanging around in wicker swings) sharing their sad, painful life in ill-fitting, ragged, tight hair. Your situation will improve significantly with a new pair of Bonds underwear.
Other breast cancer PSA campaigns have also found clever ways to circumvent broadcast and social media restrictions on breast images. The agency network David won worldwide recognition (and a Grand Prix of Cannes Lions for Good) for its # ManBoobs4Boobs campaign, which featured a woman demonstrating self-examination on a man’s big chest. In 2017 a musical spot with singing breasts followed called “Everyone loves breasts.”
Client: League Against Cancer
President: Adolfo Dammert Ludowieg
General Manager: Damary Milla
Medical Director: Raúl Velarde
Communications Director: Gianina Orellana
Agency: Circus Gray
Managing director: Zinka Mendoza
President & CCO: José Luis Rivera and Piérola
CCO: Charlie Tolmos
CD: Yasu Arakaki / Rodrigo Melgar
Copywriter: Luis Alburqueque
Art Director: Oscar Gonzales
Creative team: Alessandra Castañeda, Ada Rucabado, Lucía Chirinos and Piero Roncal.
Innovation and Planning Director: Nicolás Rodríguez
New managing director: Valeria Malone
Production manager: Renzo Talavera
Executive producers: Katty Santillana, Pierina Ivazeta