One of 2016’s surprise ad hits was agency David’s “#ManBoobs4Boobs,” a breast-cancer awareness campaign that cleverly got around social media’s ban on female nipples by demonstrating a self-exam on a male model instead.
The work, created for Argentina’s Breast Cancer Help Movement (MACMA), won a slew of Gold Lions across various categories at Cannes last June, including the Grand Prix for Good at the Cannes Health Lions.
Exactly one year later, David is out with a follow-up effort. And while it may lack the cleverness of the original, there’s no denying this new work is memorable in its own way. This time, it gets around the censorship issue by removing female nipples from female breasts—and replacing them with mouths, which sing the praises of breasts, as well as the dangers of not checking them regularly.
The ad is called “Everybody Loves Boobs.” Whether everybody at work will appreciate you watching it in front of them is another story.
We’ll call it SFW-ish.
“Censorship in social media is still an issue,” David’s executive creative directors, Joaquín Cubría and Ignacio Ferioli, said in a statement. “That has led us to look for new ways of bypassing it, this time by showing boobs to raise awareness of the importance of taking care of what we love, and of providing financial support to those who work on early detection.”
The campaign includes videos on YouTube, Facebook and Instagram. At the end of each clip is a call for viewers to make a monthly or one-time donation to help MACMA.
Product: Breast Cancer Awareness and Fundraising
Title: Everybody loves Boobs
Executive Creative Directors: Joaquín Cubría / Ignacio Ferioli
Copywriter: Tomás O’Gorman
Art Director: Guillermo Aliaga Pueyrredon
General Account Director: Emanuel Abeijón
Account Director: Lucila Castellani
Account Executive: Florencia Scrimaglia
Head of Production: Brenda Morrison Fell
Agency Producer: Florencia Albizzati
Postproduction (agency): Ana Svarz
Production Company: LANDIA
Executive Producer: Adrian D’Amario
Producer: Diego Dutil
Director of Photography: Juan Magliore
Composed Music and English version: Massive Music
Spanish version & Mix: Swing Música & audio post
Editor: Tomás Basile
Post House: Da8 / Juan Solo
Color: Jorge Russo / Alejandro Armaleo
Postproduction: Julian Lopez Coppola
E-commerce developer: Movile
PR Agency: URBAN Grupo de Comunicación
Advertiser’s Supervisor: Irene Marcet / Marta Mattiussi / Isabel Geraige / Julieta Gomez