British funnyman Ricky Gervais is fronting an advertising campaign to raise awareness about prostate cancer in the UK.

The Office comedian will sketch the excruciating embarrassment of a rectal examination for a radio voice-over written and produced by himself.

He says, "I'd heard that in many cases you stand a greater chance of beating cancer if you catch it early enough and the thought of someone dying for the sake of three seconds of mild embarrassment is a ripe comedy passage. No pun intended."