This Father’s Day, Wieden + Kennedy’s agency school W+K 12 has teamed with ZERO, a national non-profit fighting prostate cancer, to change the holiday’s spirit. In fact, the third Sunday in June will henceforth be known as “Prostate Day.”

In the 60-second spot announcing the new day, a character named “Angry Prostate” makes a list of demands (and he’s pretty aggressive–NSFW language) for fathers, including eating better and getting tested. Prostate would get these things done himself, but he’s stuck next to adorable, cooing melon bladder.

Considering prostate care isn’t exactly the most enticing subject, this ad made the right choice in personifying the prostate as a fed up, curmudgeonly walnut. Meet his needs, or else. The prostate makes no efforts to persuade, only demands. So even if you do give Dad the requisite tie for Father’s Day, also ask him to be your jogging buddy, or give him a ride to get tested. Consider this ad a not-so-friendly reminder—it’ll be on YouTube, Hulu, and in print.