In the wake of the #cockinasock Instagram campaign
, a Canadian group took the idea of baring some skin in the name of cancer awareness a step further. BBDO Toronto recruited 20 men to have their facial expressions filmed while their nether regions were waxed for the "Not-The-Sac Wax" ad campaign to benefit Testicular Cancer Canada. The video will have women smiling and men squirming. The ad points out that testicular cancer most frequently occurs in men under 30-years-old, and that getting tested could help prevent a pain far worse than any amount of hot wax could inflict. See the full video below.