The Not-The-Sac Wax campaign didn't stay away from the nether region for these unfortunate male participants. 20 volunteers were laid out on a waxing table to bring some much needed testicular cancer awareness. Although Not-The-Sac Wax originally started out as a way to prove that women have better pain thresholds than men, it developed into something a lot more meaningful, which will help sooth the lingering pain--hopefully.
A collaborative effort between Toronto-based post-production and design shop Crush Inc and BBDO Canada, the Not-The-Sac Wax campaign was shot in slow-motion to really capture the suspense leading up to the main event as well as their hilarious reactions. It may have raised funds for Testicular Cancer Canada, but the video itself is priceless. Each and every expression of pain will have people chuckling in no time.