'Squish' ad voted best of the year

Graham Willgoss

The Prostate Cancer Charity's controversial 'squish' advertisement, created by and starring Ricky Gervais, has scooped the Best Ad of the Year award at the Radio Advertising Bureau's annual Aerial Awards.

The advert, in which the comedian played a doctor conducting a rectal examination, also won the Best Charity and Public Services prize. It was produced by advertising agency Publicis for the charity's Real Men Know All About It campaign last September.

The ad caused controversy when the Radio Advertising Clearance Centre stopped it being played before the 9pm watershed and ordered that the 'squish' sound effect be removed.

"I must thank the RACC for the additional media interest in our advert caused by its initial attempts to censor the times it could be played," said John Neate, chief executive of the Prostate Cancer Charity.

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