To generate awareness for the Icelandic Cancer Society's "Mottumars," which is like Movember, except it's for your ass. Simply put this ad starts with a guy getting a slap on the ass from a doctor who admires his squeaky clean colon. And then it turns into a music video featuring men of all kinds shaking their asses.
For those not from Iceland, these are popular actors, including Ingvar E. Sigurðsson (K-19: The Widowmaker, Everest), Ólafur Darri Ólafsson (True Detective, Banshee, The Secret Life of Walter Mitty, Contraband), Gísli Örn Garðarsson (Prince of Persia: The Sands of Time) and more. The song they are shaking their ass to is "Hossa Hossa," which means "bounce bounce," by Icelandic band AmabAdamA.
Between the doctor sticking his finger in his mouth and making a "pop," sound, the fireman shooting his "hose," while dancing, the guys in the shower, and the dude in the grocery store pretending to hump what I have to believe is the meat section, this is quite the homoerotic awareness campaign.
Agency: Brandenburg — Iceland (www.brandenburg.is)
Directed by: Samuel & Gunnar
Client: Krabbameinsfélag Íslands / Icelandic Cancer Society