Foundation Against Cancer -Midnight Switch - A boyfriends worst nightmare (2012)

Enchanté/Adhese's work for the Foundation Against Cancer is a weird cross between "Big Brother" and a bizarro "Wife swap". They flew five couples to a sunny desitnation, and while they're sleeping the girlfriends sneak out of bed while their own mothers take their spot. Cue boyfriends waking up and freaking out (one even snuggles his mum-in-law for a bit first). “Make sure your girlfriend protects herself against the sun, or she’ll start looking like her mom far too soon" reads the line at the end. So the boyfriends were targeted so that they could tell their girlfriends what to do? Wouldn't a young woman's appeal to vanity work better than turning any significant others in her life into nags? I suppose this clip is meant to spread on the hilarity/nightmare of waking up next to your mother-in-law but it's not tickling my funny-bone. Maybe it's a guy thing.

In the Midnight Switch, 5 young men lived through a nightmare: after spending a day in the sun with their girlfriends, they woke up the next morning in bed with… their mothers-in-law. This way, they discovered one of the major risks of unprotected sunbathing in a rather drastic manner.
The message sent out by the Foundation Against Cancer through this film is very clear: if young men don’t want their girlfriend to start looking like her mom far too soon, they have to make sure she protects herself against the sun.
This is an urgent wake-up call for many young people, because unprotected sunbathing will cause your skin to wrinkle & age prematurely. Aditionally, the number of skin cancer cases is on the rise, even in younger age-groups. Eight out of ten youngsters are aware of the damaging effects of the sun, yet they act carelessly when going into the sun themselves. 30% of them is even prepared to get sunburnt in order to get a nice tan afterwards. Most seem to think a single ‘roasting’ session in direct sunlight is pretty much harmless. In the meantime however, the damage is often already done.
“Make sure your girlfriend protects herself against the sun, or she’ll start looking like her mom far too soon”. This is the message that should lead to a change in behaviour: be smart, protect yourself against the sun.
Visit to watch the ‘making of’, try our Aging Test, or read about a whole bunch of simple ways to be smart & protect yourself against the sun.

The foundation against Cancer
ad agency: Enchanté/Adhese

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