This Fake Erotic Video Uploaded to Pornhub Is Actually a PSA (but It’s Still NSFW)

DDB targets porn watchers

DDB has uploaded what it claims is the first fake erotic video on Pornhub. The video starts off porny and then morphs into a (still NSFW) PSA for the Alcázar Gynecology Institute, showing men how to perform a breast exam on their wives or girlfriends.

Traditional ads targeting women aren't working, DDB says. And the agency points out that the potential reach of this approach is impressive—given Pornhub's sizable audience and the fact that 94.73 percent of men watch porn online, according to research. (What portion of those don't mind being tricked into watching something else is another matter.)

And of course, there's the further problem that this campaign blatantly sexualizes breast cancer, which is an approach many cancer activists despise.

UPDATE: Pornhub tells Adweek it has no record of a video with this name being uploaded to the site. The same video was uploaded with a different title, but got only 1,700 views—a far cry from the 3 million-plus that the case study seems to suggest. AdFreak asked DDB Bolivia about this, but we have not heard back yet.

Check out the case study below, which is NSFW. What do you think of the strategy here?

Via Adeevee.

CREDITS

Client: Alcázar Gynecology Institute

Agency: DDB, La Paz, Bolivia

Co-founder, CCO: Henry Medina

Co-founder, CEO: Emanuelle Medina

Head of Art: Christian Morales

Copywriter: Henry Medina

Production Company: Rebeca

Director: Miqy de la Barra

Executive Producer: Alejandro Noriega

Music, Sound Company: Vinylo Sound

Music, Sound Designer: Ricardo Núñez