The PSA, starring adult star Lucy Cat, seeks to grab the attention of both men and women and has a payout if the video reaches 1 million views online — MyDirtyHobby.de will donate €10,000 to testicular cancer prevention programs.
In the video, which AdWeek said has gone viral in Germany, Lucy Cat goes “egg hunting” in an explicit testicular cancer exam tutorial.
“We support open-minded society. That’s why we also have to talk openly about issues like testicular cancer,” says Dennis Cohen, a spokesman for MyDirtyHobby.de told AdWeek. “We hope the campaign will teach men the importance of checking their ‘eggs’ regularly, so they can enjoy life for as long as possible.”
According to MyDirtyHobby.de, just 11 percent of German men take advantage of free annual cancer checks.
AdWeek remarked that the MyDirtyHobby.de PSA is similar to a campaign by two years ago. Adult film studio Digital Playground and the Nonprofit Blue Ball Foundation placed an testicular-cancer PSA inside "Game of Balls," an X-rated "Game of Thrones" parody.