Katie Couric Turns American Eagle Spoof Into Life-Saving PSA

Katie Couric is proving once again that she knows how to mix humor with a serious message.

In her latest PSA, the longtime journalist pokes fun at Sydney Sweeney’s viral American Eagle ad campaign, but with a twist designed to get people thinking about their health.

The video starts with Couric in a jean jacket, looking very denim-chic, before the camera zooms out to reveal she’s actually on a hospital gurney in a medical gown. Her line: “Speaking of genes. Did you know that the majority of people who develop colon cancer are not genetically predisposed to the disease? That’s why doctors recommend everyone 45 and older get checked.”

The spoof nods to Sweeney’s splashy American Eagle ad that dominated pop culture this summer. Couric told “People“ magazine the campaign’s ubiquity inspired her to piggyback on the moment. “That ad showed how pop culture and a pair of jeans could really shape the cultural conversation, it was everywhere,” she explained. “It was a moment in time, and we thought, ‘Why don’t we ride that horse a little bit longer and have some fun with it?’”

This isn’t Couric’s first time breaking boundaries around the conversation on colon cancer.

It’s been 25 years since she made headlines by televising her own colonoscopy on national TV, a groundbreaking move at the time that was credited with raising awareness and boosting screening rates. Her advocacy comes from a deeply personal place. In 1998, Couric lost her husband Jay Monahan to colon cancer when he was just 42 years old.

The timing of this new PSA couldn’t be more relevant. Colon cancer remains one of the most common and deadly cancers, but it’s also one of the most preventable with early screening. By blending a little pop culture parody with public health urgency, Couric manages to keep the message accessible and memorable, especially for the audience now reaching the recommended screening age of 45.