Campaigning Robbie goes below the belt

Breast intentions: Raising testicular cancer awareness

Pop heart-throb Robbie Williams will be seen on TV wearing a pair of fake breasts as he joins a campaign to help tackle testicular cancer.

The singer is seen in a commercial grabbing his crotch and posing with the comedy breasts on a Californian beach.

In the advertisement, shot at Paradise Cove, Malibu, a holidaymaker is filming his friend on a jetski when he becomes distracted by bikini-clad women on the beach.

He notices a strange pair of naked breasts - and the camera pulls back to reveal Williams grabbing his crotch and declaring: "If you men paid more attention to these instead of these [pointing to his breasts] then maybe fewer of us would be dying of testicular cancer. So go and check 'em out."

The commercial backs the Institute of Cancer Research's Everyman campaign. The institute says cases of testicular cancer are doubling in the UK every 20 years, but it has a 96% cure rate if caught and cured early.

Williams: "There is no point about being subtle"

Williams, 25, who donated half a day of his time to take part in the shoot, said: "Testicular cancer is affecting an increasing number of young men and it can kill. There is no point in being subtle about this disease just because the subject matter is literally below the belt.

"We have to raise awareness and do it in away which is relevant to men of my age.

"Men must take responsibility themselves. So don't take your balls for granted, lads."

The campaign's Professor Colin Cooper said: "As one of the most famous faces in pop music, Robbie is the ideal role model to front a campaign about testicular cancer which affects young men primarily aged between 20 and 35. His involvement will give a major boost to Everyman.

"We face many obstacles in trying to raise awareness of testicular cancer: embarrassment, indifference, fear, a reluctance to talk about the disease, and in some cases, dangerous delays in seeking prompt medical attention for a potential problem.

"Robbie's involvement with Everyman will enable us to alert many more men, and women, to the issues surrounding testicular cancer."