Gervais adds award-winning copywriter to CV after prostate cancer ad wins Aerial

by Jennifer Whitehead, Brand Republic 22-Mar-06, 08:30

LONDON - Ricky Gervais can add the words 'award-winning radio ad copywriter' to his already impressive CV, after winning a prize at the Aerial Awards last night.

Gervais helped write and lent his voice to the ad for the Prostate Cancer Charity, which scooped the gold award for charity and public service ad at the Radio Advertising Bureau's annual Aerial award ceremony.

The ad hit headlines when the Radio Advertising Clearance Centre demanded that it be run without a "squish" noise.

As the RACC delicately pointed out in a press release, the squish nose "represented the doctor's finger being placed inside the patient's moistened rectum". It asked for the noise to be removed so that it could be broadcast before 9pm.

At the time, the Protstate Cancer Charity criticised the decision for as putting men's health in danger, although it garnered a lot of extra coverage for the ad and the issue of prostate cancer.

Yvonne Kintoff, manager of the RACC, said: "The decision to ask for the sound effect to be removed was not taken lightly, and we were surprised at the strength of feeling as reported in the media. So naturally we're pleased that our decision did not affect the campaign's ability to win these awards for its innovative and humorous creativity."

It was created for the charity by Publicis, with Gary Turner writing and Jamie Marshall art directing. The script was then amended by Gervais, who added his own comic touches.

The ad, complete with the squish, can be heard here.

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