Mekanism and Joint Venture are putting lived experience at the center of a bold new awareness effort tied to the release of the documentary Andre Is an Idiot.
Titled “Colonoscopy Reminder,” the campaign takes a provocative, darkly funny approach to a serious subject, swapping clinical language for something more visceral and unforgettable.
Essentially, reminding us to check our assholes.
Created by Mekanism in collaboration with Joint Venture, the work supports the launch of the documentary, a raw and deeply personal film built around André Ricciardi’s terminal battle with colon cancer and his determination to make sure others do not repeat his mistake.
Ricciardi spent more than a decade at Mekanism, where he worked alongside both the film’s producer, his longtime best friend, and its director. That connection gives the campaign unusual emotional weight. This is not a brand glomming onto a cause. It is an agency helping carry forward the message of one of its own.
The hero 30-second film pairs a sweet, whimsical melody with a gallery of everyday objects that resemble, well, assholes. Bundt cakes, balloon ends, oranges and tree knots become cheeky visual cues in a spot that turns the familiar tune Everything Reminds Me of You into a colonoscopy nudge you are unlikely to forget. Watch below:
“At its heart, Andre Is an Idiot is a tribute to Andre Riccardi’s humor, honesty and refusal to look away from the uncomfortable,” said Jesse Patrone-Werdiger, VP of Marketing and Distribution at Joint Venture. “This new PSA campaign carries that spirit forward, using cheeky wit to remind people that laughter can lead to conversations that might just save your life. We are excited to bring not only the documentary to audiences, but also to share André’s irreverent humor and desire to help others through this PSA campaign.”
The campaign extends beyond the film and PSA. Mekanism and Joint Venture are also distributing boxes filled with items featured in the spot, including fruit and balloons, each tagged with QR code stickers that link directly to the documentary and microsite. The boxes also include postcards featuring campaign imagery that recipients can use to remind friends and family to get screened. Among those receiving the kits are creators and influencers including Dr. Tim Tiutan, the viral internal medicine physician known online for blending medical information with humor.
While the work naturally supports the documentary’s release, its larger purpose is clear: push the next generation to get screened. More than a PSA, the effort functions as an extension of the film’s mission, carrying its message into culture through humor, discomfort and emotional truth. It is less a standalone campaign than a real-world continuation of Ricciardi’s final plea.
That personal connection runs throughout. Mekanism CEO Jason Harris and Chief Creative Officer Tommy Means both appear in the documentary, further underscoring the agency’s relationship to the story and its subject. The campaign is now live across social, the web and wild postings.
“This work is about turning a personal tragedy into a lifeline,” said Jason Harris, founder and CEO of Mekanism. “Andre was family, and his final wish was to be a loud, unmistakable wake-up call. As the movie does, we are honoring Andre by raising awareness about screening and getting a colonoscopy.”
“We wanted to make the unmentionable impossible to ignore,” said Tommy Means, founder and chief creative officer at Mekanism. “Pairing a charming melody with everyday objects is cheeky, but it is anchored in an urgent mission and a promise to a friend. This is a movement to bridge the gap between a difficult conversation and a life-saving decision.”
The full documentary Andre Is an Idiot premiered March 5 at Film Forum in New York City.
CREDITS:
DISTRIBUTOR: Joint Venture:
- Jesse Patrone-Werdiger: VP Marketing & Distribution
- Chris Lane: President, Distribution & Audience
- Lee Einhorn: Creative Director
AGENCY: Mekanism
- Jason Harris: CEO
- Carrie Lipper: President, East
- Tommy Means: CCO
- Ian Kovalik: CCO
- Tom Lyons: Executive Design Director
- Chris Spencer: Head of Production
- Blake Jones: Executive Producer
- Krystina King: Group Media Director
- Kirby Brooks Todd: Head of Content & Creator Strategy
- Olivia Gemmiti: Business Supervisor
- Amelia Swaggert: Director of Influencer Marketing
- Valentina Ramirez: Content Creator
- Yenfu Chen: AI Creative Technology Lead
- Victoria Valles: AI Content Creator
- Davoud Kermaninejad: Senior Production Designer
- Judy Ybarra: Director of Business Affairs
PRODUCTION COMPANY: A24, Sandbox Films, Safehouse Pictures
REELated:
Hartz takes shame out of dog diapers in new campaign
