"Grab Life by the Boobs"

23 July 2019

60s

The big squeeze.

This latest CoppaFeel! ad is a lively call to arms (or hands, at least). Like its predecessors, 'Breasts On' urges women and men alike to probe their chests as thoroughly and as regularly as possible. Unlike previous instalments, however, this swaps plain backgrounds for the real world.

Jumping between bedrooms and bathrooms, parks and rugby pitches, director Eloise King's film is a varied, personable reminder of what viewers stand to lose if they let breast cancer go unnoticed (e.g. friends, family, and favourite pastimes). The best way to prevent this is to go all hands on deck, so to speak.

Thanks to a diverse cast and some quick-fire editing from tenthree's Ellie Johnson, the campaign's proactive message lands with both heart and attitude to spare. Furthermore, it's good to use the word 'handsy' in a positive sense for once.

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