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
