Piers Morgan poked fun at his rocky relationship with former Tottenham chairman Lord Alan Sugar in a new advertising campaign designed to raise awareness for prostate cancer screening.
The famed Arsenal fan has been embroiled in a number of public spats with his North London derby rival, most recently taking aim at The Apprentice star’s age on his birthday in March.
But Morgan was content to play their controversial social media relationship for laughs in aid of a good cause, with the broadcaster taking part in Paddy Power’s latest campaign in aid of Prostate Cancer UK.
In the brief clip, Morgan can be seen exchanging fictitious messages with Sugar, who appears to have ‘sent’ him a message reading: ‘You’ll still bottle the league’.
On the heels of Arsenal’s 4-1 thrashing of Spurs at the Emirates earlier this season, Morgan aptly responded: ‘North London is red’.
Morgan was then tracked en route to a prostate screening appointment, at his controversial best as he spat out sausage rolls when he learned they were vegan, and handing out copies of his book ‘Woke Is Dead’ in a doctor’s waiting room.
The advert then showed Morgan being surprised by the ease with which prostate-specific antigen (PSA) blood test can be conducted, after initially expecting ‘a finger up the bum’.
A PSA blood test is instead used to check for early symptoms of prostate cancer, and other conditions such as enlarged prostate or infection, by measuring a protein made by the prostate gland.
In a bid to urge more men to check their risks with simple early detection tests, the advert stresses that ‘it’s just a blood test’ – before cheekily telling Morgan that ‘not all pricks are unbearable’.
Paddy Power has a long-running relationship with Prostate Cancer UK, and has primarily used the platform of the World Darts Championship – which the bookmakers sponsor – to further support the cause.
At the start of this month, the company announced that they would be giving away 10,000 dartboards to fans who donate to Prostate Cancer UK through the Darts of Destiny JustGiving page.
