Exact Sciences has enlisted Lil Jon, the poop emoji and a singing toilet for its latest Cologuard marketing push, remixing the rapper’s hit “Get Low” to encourage people to use its colon cancer screening test.
“Get Low” was a hit for Lil Jon & The East Side Boyz in 2003. According to contributors to lyric analysis site Genius, the song is “an anthem both dedicated to and centered around one simple act: the gyration of the female posterior.” Exact has persuaded Lil Jon to remix the track to focus on another type of bodily movement.
Where Lil Jon originally called for women to lower their posteriors “to the floor,” the rapper now exhorts people to “let them undies fall” and “sit that ass on the [toilet] seat” to screen for colon cancer. Lil Jon set out the thinking behind the remix in a statement.
“Some health topics can be uncomfortable to talk about, which can lead to people—especially Black men—not taking their health seriously until it’s too late,” the rapper said. “I re-worked one of my iconic records ‘Get Low’ to get people 45-plus to ‘get low’ in a different way—this time, with an easier way to screen for colon cancer.”
Exact has made several videos as part of its collaboration with Lil Jon. The centerpiece of the campaign is a two-minute video that shows Lil Jon recording the remix. The rapper walks into the studio with a CD labeled “Get Low #2,” prompting his skeptical producer to ask “what, are we dropping a deuce?” and setting the tone for the scatalogical raps Lil Jon delivers once he steps up to the mic.
As well as the full video, the company has created two shorter spots that more directly call for people to screen for colon cancer. In one video, Lil Jon duets with a gold toilet that is wearing a thick gold chain and raps the instructions for using Cologuard, telling viewers to set, scrape and box it up before shipping it out.
Exact has fully committed to the toilet humor, using lines such as “Lil Jon and Cologuard have dropped a big one,” in a push to get more people to heed its call to “Poop. Ship. Screen.” The U.S. Preventive Services Task Force lowered the minimum recommended colorectal cancer screening age to 45 years in 2021, leading Exact, which sells a noninvasive test, to shift its marketing focus.
The shift is reflected in the recent launch of a campaign with Carlos Ponce, a Puerto Rican actor who, like Lil Jon, is in his early 50s. Across the two campaigns, Exact is trying to reach Black and Hispanic people, particularly men, who are eligible for screening but avoid talking about their health and taking action.