In the campaign called Keep Your Eye On The Ball, created by Hooper Galton, the ex-England, Spurs and Manchester United striker plays ‘keepy-uppy' under his clothes with what appears to be one of his testicles.
The campaign is jointly run by the FA and the PFA and is aimed at entertaining and educating the football community, showing men that they should regularly check their testicles for signs of cancer.
The film, which is supported by press ads and planned to run on TV, begins with Sheringham holding a football and asking the audience to ‘keep your eye on the ball'. After this he throws the football away and then appears to release one of his own testicles and starts to play ‘keepy-uppy' under his clothes. The voiceover highlights that: "In the UK, 99% of all cases of testicular cancer are curable if caught early".
The film will also run on Match-Day Media screens in UK football grounds including Arsenal, Manchester United and Newcastle. It will also be played at Wembley, as well as being sent out as a DVD to football clubs all over the UK.
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