Bobbling, Bulging, Bouncing Breasts Sexualize Breast Cancer Awareness

Over at BuzzFeed, Copyranter makes a great point about a recent breast cancer awareness ad from Lowe Porta, Santiago writing, "So, the spot is targeting men. Fine. What do you think the number of male viewers who jerk off to the ad will be compared to the number of male viewers who actually ask a woman to get a breast exam?"

While we may never be able to conduct a scientific study to determine the likelihood of this scenario, one thing is clear; this ad sexualizes breast cancer. Now it's hard (OK, difficult) not to sexualize breasts most of the time, especially in advertising. After all, breasts are fun. Breast are soft. Breasts bounce. Breasts make us feel good. Breasts excite us.

All perfectly acceptable reactions. But when we are talking about cancer, sex is really the last thing we are (or should be) thinking about. I'll be the first to admit I love ads that feature breasts front and center and I'd stare at them all day long if I could (supposedly, it's therapeutic) but I think this detracts from the seriousness of the message. Thoughts?