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Public Health England has launched two gender-specific ads by M&C Saatchi to raise awareness of kidney cancer. In the first spot, "maybe", a woman tells a friend that there was blood in her urine but refuses to take it seriously. The second ad, "whistle", shows a man whistling as he makes several trips to the loo. On the final visit, he stops whistling and looks concerned, and then sees a doctor. The work was written by Dan McCormack and art directed by Luke Boggins. "Maybe" was directed by Lucy Blakstad through Home.corp, while "whistle" was shot by Luke Snellin through 2AM Films.