Twenty-five years ago, after Katie Couric's first husband Jay Monahan succumbed to colon cancer, the TV news veteran made history by airing her colonoscopy procedure live on NBC’s "Today" show. 

In doing so she's credited with helping to break the stigma around colonoscopies.  

Now Couric has teamed with the Colorectal Cancer Alliance and the Ryan Reynolds-founded ad agency Maximum Effort to create a PSA about the importance of people 45-years and older getting regular colonoscopies. 

The PSA takes a humorous approach to the subject, satirizing the controversial American Eagle ad campaign earlier this year, featuring Sydney Sweeney in a very tight-fitting and revealing denim shirt and talking about her “great jeans.” Some felt the ad campaign was sexist and racist while the company defended it as a harmless play on words. 

The Couric PSA opens with her laying on an examination table, also in a loose-fitting denim top (not quite as revealing as Sweeney’s in the AE ads), and hospital gown as she readies for what appears to be a colonoscopy. 

Couric opens the ad with, “Speaking of genes,” noting that the majority of people who get colon cancer are not genetically predisposed to the disease.  

She explained that’s why people 45 years and up should get checked. “Mine are televised,” she quips. 

A narrator explains that Couric gets regular screenings and “if you’re 45 years or older, you should too.” 

The spot closes with one of the hospital staff asking Couric to have her film crew “back off.”  

The reply, “no.” 

About a quarter of Americans will get colon cancer in their lifetimes, according to the Alliance, which urges people to visit LeadFromBehind.org to view and share the Couric video on their social channels, and tag someone they love who should get screened.