No agency has ever (pun alert) had the balls to place a public health message in a real adult movie. Yes, IN a real adult movie. But it’s the perfect place for an ad about testicular cancer, is it not?
So M&C Saatchi Sydney has won for itself the title of “world first” for its pornterruptive, called Play With Yourself.
“Much like cancer, a viral idea can really spread when it’s left to its own devices. And that was the plan with this incognito message for testicular cancer, aimed at young Aussie men in the vulnerable age group of 20-39,” M&C noted.
The ad is also an uncensored how to. In the movie, porn star, Eva Lovia, stops mid-action, talks directly to the viewer, and demonstrates how to check for testicular cancer – on her co-star’s privates. She then points to an on-screen URL, playwithyourself.org, where men can find out more, get help, and spread the word.
…Then the film continues as normal.
The world’s first pornterruptive is the result of a partnership between M&C Saatchi Sydney, Australian charity, The Blue Ball Foundation, and top LA adult film studio, Digital Playground.
The message, titled Play with Yourself, launched in April – world testicular cancer month – is hidden inside Digital Playground’s erotic parody Game of Balls, scheduled to tie in with season five of Game of Thrones (Australia’s highest-rating pay TV show).
On April 12, when Game of Thrones Season 5 premiered, Game of Balls launched on Digital Playground, and top adult video-sharing sites visited by young Aussie men.
To keep surprising men, Play with Yourself hit the internet in stealth mode – with no PR. And the strategy worked. The message spread like crazy – with over 1 million views – thanks to the Game of Thrones download frenzy.
As the media discovered the idea, awareness spread even further – in over 80 publications, which got the whole of Australia talking (and the rest of the world), pushing views beyond 1.5 million.
Over 200k people have visited the campaign website, reaching tens of thousands of 20-39 men for the Blue Ball Foundation.
M&C Saatchi executive creative director, Ben Welsh, commented, “We’re always looking for surprising new ways to reach people with messages that matter. This time we really caught men with their pants down – and all for a good cause.”
Campaign Credits:
Agency: M&C Saatchi Sydney
Executive creative director: Ben Welsh
Creative director: Ant Melder
Writer: Josh Bryer
Art director: David Jackson
PR manager: Matt Porter
Chief executive officer: Jaimes Leggett
Chief strategy officer: Justin Graham
PR: Bang PR
Managing director: Annalise Brown
Account manager: Peta Frost
Account executive: Zoe Finlayson
Production company: Digital Playground
Marketing & PR coordinator: Jeanette
Director: Jakodema
The Blue Ball Foundation
Founder: Jamie Morgan
