As part of this year's Everyman Cancer Awareness Month a giant billboard in Tottenham Court Road Underground station will show comedian Frank Skinner gradually stripping off clothing until a final picture is exposed to the public on 10 June.
"The ad is deliberately provocative in order to draw people's attention to prostate cancer, which claims the lives of nearly 10,000 men a year,
says Peter Rigby, chief executive at the Institute of Cancer Research.
"There is still a great taboo around prostate and testicular cancers. We want this to be addressed, and for men not to be embarrassed about their bodies but to go to their doctor if they have any concerns,
The ad is an integral part of this year's Everyman Cancer Awareness Month, which calls on people to donate money to help the Institute of Cancer Research find ways to fight the disease.
The poster ad encourages men to be aware of the dangers of the disease, and to raise the profile of how the campaign can help combat male cancers.
"Prostate cancer is becoming one of men's biggest killers and we need the general public to be aware of the symptoms and also give generously to the campaign,