Sydney’s M&C Saatchi teamed up with porn film studio Digital Playground nonprofit organization Blue Ball Foundation for a testicular cancer PSA. If the idea of combining a cancer PSA and porn sounds familiar, that’s because it’s become something of a trend lately, with DDB Bolivia launching the “first fake erotic video on Pornhub” with a breast cancer PSA for Alcázar Gynecology Institute and its own testicular cancer PSA McCann Lima teaming up with pornstar Charlotte Stokely for .
For M&C Saatchi’s effort, they worked the PSA into unfortunately titled X-rated Game of Thrones parody Game of Balls (Come on guys, Game of Bones was staring you right in the face!), for what they dubbed “the world’s first porn-terruptive message.” Actress Eva Lovia breaks character to deliver a message directly to the viewer, instructing them on how to properly check for testicular cancer, and directing them to PlayWithYourself.org. M&C Saatchi’s effort is slightly different from its predecessor as it delivers its message within a porn video, rather than creating a video of its own, adding another level of stealth to the campaign. They also initially did nothing to promote it, instead letting it spread on its own and get discovered by media outlets, eventually racking up 1.5 million views.
“We’re overwhelmed with the amount of feedback we’ve been getting, from emails to Facebook messages to phone calls from all over the world,” Blue Ball founder Jamie Morgan told Adweek.