This prostate cancer PSA is an ode to the wonderfulness of men

A prostate cancer PSA turns to the words of Shakespeare to highlight the wonderfulness of men, noting how one dies every 45 minutes from the disease in the  U.K.

The spot, for Prostate Cancer U.K. by BBH London, features Hamlet's famous "What a Piece of Work Is Man" soliloquy, recited by stage and screen actor Zoe Wanamaker ("Harry Potter"), who lost her own father, director Sam Wanamaker, to the disease. The footage shows real-life men, many of whom have been affected by prostate cancer, doing everyday heartwarming stuff, from playing sport to cuddling a grandchild. 

Directed by Nicolas Jack Davies via Pulse, the ad debuted on ITV last night (May 14) and will run until July, targeting men and women over 45. It will be supported with outdoor, digital, social and PR activity including an installation (via Instinct PR) of a giant savings jar that men can go inside on London's South Bank, highlighting the charity’s belief that all men are worth saving.