BBDO Toronto and production company Crush have created a controversial spot, “Not-The-Sac Wax,” to raise awareness of testicular cancer. The video featuring grimaces of men as they are getting their genital hair waxed (the process itself is off the screen). The spot has been released as part of the campaign launched by Testicular Cancer Canada to drive more attention to male health.

The slow-motion spot is extremely minimalistic. It features several men laying on the white surface—the video demonstrates all of their emotions as they wait for being waxed below the belt and actually experience the pain of removing the hair from the most intimate parts of their bodies. Edvard Grieg’s “In the Hall of the Mountain King” tune adds to the atmosphere, and all the grimaces, winces and silent screams are speaking for themselves.

“How do you get young guys to expose their balls and check them regularly for testicular cancer? Host a party and challenge them to get waxed to bring the issue into the broad light of day,” says Crush in the description to the video.