Ad Campaign Hilariously Wants to ‘Save the Bros’ From the Junk in Protein Shakes

Pushes Organic Valley's Organic Fuel instead

You probably didn't know bros were an endangered species.

Dairy brand Organic Valley is out with "Save the Bros," a mock PSA asking for help weaning musclebound dudes from conventional protein shakes in favor of the company's new Organic Fuel product—which it's touting as free of "artificial flavoring, sweeteners, GMOs, toxic pesticides, antibiotics or artificial hormones often found in other 'health' products."

The two-minute, tongue-in-cheek video, created by Humanaut, stakes out its position early, opening with the smirkingly ambiguous claim, "Bros are pretty amazing," before proceeding to make a slew of other dubious arguments. One woman actually worries to the camera that in a world without bros, no one "would make comments about your physique that aren't appropriate, but still appreciated."

In other words, for an ad that, at moments, panders to its target by trolling everyone else, it's pretty funny—deftly sending up cheesy public-service tropes, while also largely poking fun at the consumers it's trying to woo. Ultimately, everyone is treated to images of bros doing yoga, bros looking at eggplants like they're aliens (because, let's be real, they are), bros meditating on mountaintops, and bros making pottery, as part of bros' efforts to better themselves. 

There's also an accompanying website that hawks "Save the Bros" paraphernalia, like T-shirts, duffel bags, and obviously, tank tops and trucker hats. (They might want to do a slightly tighter job of filtering the Instagram posts it pulls in by hashtag—on Monday night, one screenshot of an iChat, under #brolife, read, "Life is like a penis; it is simple, soft, and relaxed. Then women make it hard.")

Luckily, you can rest assured that even if you don't share the ad, the bros will be fine.


Client: Organic Valley

Product: Organic Fuel

Campaign: "Save the Bros"

Agency: Humanaut

Creative Adviser: Alex Bogusky

Creative Director: David Littlejohn

Associate Creative Director: Mike Cessario

Copywriters: David Littlejohn, Mike Cessario

Art Directors: Stephanie Gelabert, Sean Davis

Production Company: Fancy Rhino, Chattanooga, Tenn.

Director: Daniel Jacobs

Producer: Katie Nelson

Director of Photography: Annie Huntington

Editor: Tyler Beasley

Production Designer: Chad Harris

Music Company: Skypunch Studios

Composer: Carl Cadwell

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