Saatchi and Company X take skin cancer screenings to the street

Company X editor Barney Miller pieced together a comical experience about the serious subject of a skin cancer screening. Sponsored by Olay, a makeshift doctor's office was set up on the streets of New York where passers-by could receive free skin exams. Only one brave man stepped up to the challenge, disrobing to his tighty whitey to dismay of curious onlookers.

From Company X Editor, Barney Miller: "It was a hidden camera piece, which has been done before, but they way the covered it with six cameras, and the brilliant casting of the two lead actors made it really compelling. The creatives, Cynthia (Herrli) and Vanessa (Fortier), really gave me a free hand on how to approach it. We were free to try any music, use any responses from the passers-by, and most importantly, we weren't restricted by the usual :30 or :60 time frame. That's what's great about viral and branded content stuff. The old rules don't apply. In addition to being a strong, funny, creative spot, it's also just plain good advertising. Every friend I play it for says something along the lines of, 'Wow, that's funny. I really need to get a skin cancer screening.' So it does what a good PSA does which is that it entertains and informs in equal measure."

From Agency Producer, Peter Ostella: "The effort and enthusiasm that Company X showed was incredible. Barney Miller did a great job building this story. The titles and color work done in post really pulled the spot together. It was nice to see a company work with a small budget because they believed in the creative and the cause."