Facebook Knows About Everything Except Your Boobs, Says Argentina’s New Cancer PSA

A new entry in agency David's much-lauded campaign

'You check Facebook 3,000 times a year, but have you taken the time to check your boobs once?' MACMA
Headshot of David Griner

The often bizarre, globally buzzworthy breast cancer awareness campaign from agency David Buenos Aires and nonprofit MACMA has launched its new installment for 2018. This time around, instead of man boobs or singing breasts, the spot makes fun of both how much and how little Facebook knows about women.

Created for social feeds, the PSA contrasts recent news of the sprawling amount of private data Facebook has on users with the fact that your breasts remain a mystery to the network, which famously doesn’t allow any topless photography or videos. (That anti-nudity restriction was at the heart of the earlier #ManBoobs4Boobs campaign, which won multiple gold Lions at Cannes in 2017.)

Since the nipples are covered or blurred in the new PSA, it’s safe for Facebook, but we’ll let you decide if it’s safe for your work. With that caveat, here’s the new spot:

While the ad doesn’t have quite as clear of a connection between the concept and the takeaway as the famous man-boobs video does, if nothing else you’ll be left with this salient point: “You check Facebook 3,000 times a year, but have you taken the time to check your boobs once?”

Check out previous ads from the ongoing campaign below, along with credits for the new work.


Client: MACMA
Name: “What’s on your mind?”
Agency: DAVID
VP, Executive Creative Directors: Joaquin Cubría / Ignacio Ferioli
Creative Directors: Nicolás Vara / Ignacio Flotta
Copywriter: Martín Heildelberg
Art Director: Nicolás Rudy
Managing Director: Emanuel Abeijón
Account Supervisor: Florencia Scrimaglia
Head of Production: Florencia Albizzati
Production Company: LANDIA
Director: 1985
Executive Producer: Adrian D´Amario
Producer: Alejandro Panzitta
Director of Photography: Juan Maglione
Post Coordinator: Julian Lopez Coppola
Sound: Nica
Post Production: DA8
Music: Cluster Music
Client Responsible: Marta Mattiussi

@griner david.griner@adweek.com David Griner is creative and innovation editor at Adweek and host of Adweek's podcast, "Yeah, That's Probably an Ad."