none of the crabs were hurt during the photo shoot

Copy: It's the human race against cancer.

Agency: JWT
Creative Director: Bruce Matchett
Art director: Mahendra Bhagat
Copywriter: Agnello Dias
Photographer: Amol Jadhav

i admit i love the copy, but the crabs=cancer thingy is way off ... i mean do you know anyone devastated because they have crabs? (don't answer that - and if you do please be funny!!)