World first public health message in the middle of a real adult movie via M&C Saatchi, Sydney
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 Saatchi Sydney’s “pornterruptive” public health message arose from a partnership between aptly-named Australian charity The Blue Ball Foundation, and leading LA adult film studio Digital Playground.
In the movie, 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 message, titled ‘Play with Yourself’, launched in April – world testicular cancer month – hidden in the middle of 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.
Says Ben Welsh, ECD, M&C Saatchi: “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.”
Ben Welsh M&C Saatchi ECD
Ant Melder M&C Saatchi CD
Josh Bryer M&C Saatchi Writer
David Jackson M&C Saatchi Art Director
Annalise Brown Bang PR Managing Director
Peta Frost Bang PR Account Manager
Zoe Finlayson Bang PR Account Executive
Matt Porter M&C Saatchi PR Manager
Jaimes Leggett M&C Saatchi CEO
Justin Graham M&C Saatchi CSO
Jeanette Li Digital Playground Marketing & PR Coordinator
Jakodema Digital Playground Director
Jamie Morgan The Blue Ball Foundation Founder
40 Comments
Not drawing a comparison, but it made me remember this from yonks ago. Still makes me laugh. https://vimeo.com/4410420
Hmmm… bit of a trend right now:
http://www.adweek.com/agencyspy/ddb-bolivia-uses-porn-to-save-lives-for-alcazar-gynecology-institute/86311
http://www.campaignlive.com/article/pornhub-network-save-balls-mccann-lima/1343498
PornHub does lame stuff like those all the time. Yawn. This is inside an actual porn!
April 20 for McCann Lima’s balls one.
April 12 for this by M&C.
DDB Bolivia is boobs.
So M&C first.
But moot point – M&C’s is in an actual adult film.
The rest are prerolls or lame solo demos.
Game over.
Demo on real porn star’s bits vs Dildo Demo. Game over.
If agencies are going to use their free time to craft award winning work, then I’m happy that it’s for medical public service announcements. Top work M&C. Can you release the bloopers video file?
(of course watching this made me dash of for a quick check of my nuts, so that’s gotta be a good thing I suppose)
Finally, can i be the first to say ‘they broke the fourth wall’.
enjoy the spotlight, porn
I didn’t see this once. I call scam.
(selection)
Daily Mail – http://www.dailymail.co.uk/news/article-3060393/New-adult-movie-seeks-raise-awareness-testicular-cancer.html
News.com.au – http://www.news.com.au/entertainment/movies/adult-movie-game-of-balls-contains-a-serious-message/story-e6frfmw0-1227326358903
Malaysia Chronicle – http://www.malaysia-chronicle.com/index.php?option=com_k2&view=item&id=502682:the-porn-all-men-have-permission-to-watch&Itemid=4#axzz3Yk0Imoi5
The Australian Online – http://www.theaustralian.com.au/news/adult-movie-game-of-balls-contains-a-serious-message/story-e6frg6n6-1227326358903
Daily Telegraph Online – http://www.dailytelegraph.com.au/entertainment/movies/adult-movie-game-of-balls-contains-a-serious-message/story-fni0bvd5-1227326358903
Daily Telegraph Facebook – https://www.facebook.com/dailytelegraph/posts/10152701114311105
Herald Sun Online – http://www.heraldsun.com.au/entertainment/movies/adult-movie-game-of-balls-contains-a-serious-message/story-fni0bvd7-1227326358903
Herald Sun Facebook – https://www.facebook.com/heraldsun/posts/10153012760478171
Courier Mail Online – http://www.couriermail.com.au/entertainment/movies/adult-movie-game-of-balls-contains-a-serious-message/story-fnihme7c-1227326358903
Courier Mail Facebook – https://www.facebook.com/couriermail/posts/10153143738932702
Adelaide Now Online -http://www.adelaidenow.com.au/entertainment/movies/adult-movie-game-of-balls-contains-a-serious-message/story-fni0bvd8-1227326358903
The Mercury Online – http://www.themercury.com.au/adult-movie-game-of-balls-contains-a-serious-message/story-fnj3twbb-1227326358903
Perth Now Online – http://www.perthnow.com.au/entertainment/movies/adult-movie-game-of-balls-contains-a-serious-message/story-fnhofjji-1227326358903
Gold Coast Bulletin Online – http://www.goldcoastbulletin.com.au/adult-movie-game-of-balls-contains-a-serious-message/story-fnj90t7b-1227326358903
Townsville Bulletin Online – http://www.townsvillebulletin.com.au/adult-movie-game-of-balls-contains-a-serious-message/story-fnjbnts8-1227326358903
Cairns Post Online – http://www.cairnspost.com.au/news/adult-movie-game-of-balls-contains-a-serious-message/story-fnjbnts6-1227326358903
NT News Online – http://www.ntnews.com.au/news/adult-movie-game-of-balls-contains-a-serious-message/story-fnjbnts7-1227326358903
Geelong Advertiser – http://www.geelongadvertiser.com.au/news/adult-movie-game-of-balls-contains-a-serious-message/story-fnjbnts5-1227326358903
Weekly Times Online – http://www.weeklytimesnow.com.au/news/adult-movie-game-of-balls-contains-a-serious-message/story-fnjbnts4-1227326358903
Triple M Sydney Online – http://www.triplem.com.au/sydney/stuff/pub-talk/2015/4/aussies-get-surprise-message-in-game-of-thrones-porn-parody/
Triple M Sydney Facebook – https://www.facebook.com/triplemsydney/posts/915011621897110
Triple M Melbourne Online – http://www.triplem.com.au/melbourne/stuff/pub-talk/2015/4/aussies-get-surprise-message-in-game-of-thrones-porn-parody/
Triple M Melbourne Facebook – https://www.facebook.com/triplemmelbourne/posts/922945351059767
Triple M Brisbane Online – http://www.triplem.com.au/brisbane/stuff/pub-talk/2015/4/aussies-get-surprise-message-in-game-of-thrones-porn-parody/
Triple M Adelaide Online – http://www.triplem.com.au/adelaide/stuff/pub-talk/2015/4/aussies-get-surprise-message-in-game-of-thrones-porn-parody/
Triple M Modern Rock Online – http://www.triplem.com.au/modernrock/stuff/pub-talk/2015/4/aussies-get-surprise-message-in-game-of-thrones-porn-parody/
New York Post – http://nypost.com/2015/04/29/porn-film-game-of-balls-contains-testicular-cancer-psa/
New York Post Facebook – https://www.facebook.com/NYPost/posts/10155792431350206
New York Post Twitter – https://twitter.com/nypost/status/593476946903900162
20 Minutes – http://www.20minutes.fr/insolite/1598179-20150429-game-of-balls-porno-apprend-cancer-testicules
20 Minutes Facebook – https://www.facebook.com/20minutes/posts/10153042485768311
20 Minutes Twitter – https://twitter.com/20Minutes/status/593391196719812608
Josie’s Juice Blog – http://josiesjuice.blogspot.com.au/2015/04/game-of-balls-porno-you-must-watch.html
It’s My Part – http://www.itsmypart.com/eva-lovia-brings-up-testicular-cancer-in-game-of-balls/
Pro Bono Australia – http://www.probonoaustralia.com.au/news/2015/04/charity-porno-campaign-goes-viral#
Maurice Tuca – http://www.mariustuca.ro/sanatate/fiilm-porno-mesaj-social-sensibilizare-cancer-testicule-cancer-testicular-audienta-4701.html
Virgin Radio France Online – http://www.virginradio.fr/game-of-thrones-detourne-en-porno-pour-une-campagne-de-prevention-a405913.html
7sur7 – http://www.7sur7.be/7s7/fr/1520/Sexe-Relations/article/detail/2303461/2015/04/29/Le-film-porno-qui-a-surpris-tout-le-monde.dhtml
De Telegraaf – http://www.telegraaf.nl/gezondheid/23987179/__Deze_pornofilm_moet_je_zien__.html
The Truth 24 US – http://report24us.info/2015/04/porn-film-game-of-balls-contains-testicular-cancer-psa/
Crave Online – http://www.craveonline.com/lifestyle/sex-relationships/851547-new-porn-parody-game-balls-surprises-hard-lessons
…Because it wasn’t on television you fucking idiot.
Go to pornhub and type in ‘Game of Balls’
Or any torrent site.
And you can watch the whole scene.
And whilst you’re having a tug to a genuine porn scene made by M&C, check your bollocks.
@Keen masterbator
Grab a dictionary before you post. If you can find one without the pages stuck together.
Best comment in ages, vending machine. Who would’ve thought someone who brings peace to the subcontinent could be funny too.
Lol @ Vending Machine.
2011 – Slow Motion
2012 – Stop Motion
2013 – Vending Machine
2014 – Wearables
2015 – Porn and houses turning into spaceships
So what you saying is its a “world first” because you nicked the original idea and did it differently? Nothing original.
“Honestly, honey. It’s research for work.”
@waz
i’ll be honest mate i didn’t even watch the case study
Geez wayne yoose huv rully got inta whut we used to caall “charuty scams” over there in oztraila.
Can you read?
April 12 was the real porno video’s live date.
The dildo demo one was April 20.
Onya Josh n jacko. errrr…keep em comin…
they broke the forth ball
its award season
The way M&C are lashing out over this is really pathetic. You should all know better than to lower yourself to this. It’s a terrible look for the agency.
What a brilliant idea M&C and much better executed when compared to the others. This was in the film – the other ideas is an ad you’d pretty much ignore.
@pathetic aka apopleptic
Chillo mondos mate; not sure showing all the links is “lashing out”.
Drama queen much?
Fair play to post links when questioned.
Everyone calm down.
Lol
Could Cannes be coming up? Your over defensiveness M&C makes you look bad to the judges. I’d stop.
A “world first” maybe – because you used a pornstar, but seriously it’s not the first original idea in this space – that’s like using a real gorilla vs a guy in a gorilla suit for Cadbury. Pornhub have been doing tactical ads for years. Don’t take the high road first to the idea. Lame.
Where can i buy that sock?
Advertising blows and so does Eva. A match made in heaven!
Sneaking an “ad” into a porno is quite possibly the last bastion of advertising. One of the few remaining ways to shove messages down people’s throats, literally in this case.
You gotta hand it to ’em that right there is some super tricksy advertising cleverness.
Someone from M&C please get on this thread and tell the haters to “suck my dick ” or something along those lines to reinforce the campaign.
But you could wait until you start to collect some metal and come back and offer to buttfuck the haters with your collection of statues of various shapes, sizes and colours.
Nice work you filthy bastards!
Well done M&C. Credit where credit is due… Thinking outside the box.
@calm down I am calm, mate.You’re the one who is replying to every negative comment on Campaign Brief like someone with school kid insecurity issues. By the way you write, it’s pretty obvious it’s the same person commenting in response every time. I’m not trying to detract from your work. I actually really like it. But if you were confident enough in your idea, you shouldn’t feel the need to defend it against every anonymous commenter. Word to the wise – you don’t “win” these debates, so there’s no point in trying.
If you put the same effort into your award entry as you do your rebuttals, you will put all the naysayers to sleep. So like I said, pull your head in mate. It’s a bad look for M&C.
PS: great work. I’m sincerely jealous of the shoot.
Been done. http://www.bestadsontv.com/ad/70060/PornHub-Watch-Porn-Save-your-life
Used a pornstar too. Same idea executed differently. No point defending it. Plus i’ve seen more media about this one.
Everyone’s doing advertising and im just sitting here masturbating.
This ad is about as original as an eye full of jizz in a bukake movie!
Hodor
2 porn campaigns for testicular cancer which ran in April.
The winner to be decided by a wank off… Loser has to eat the soggy sayo.
Not into fully clothed pornstars felling up dildos… so this one is the winner for me.
Sock it to me.
We all know how it works.
1 month before Cannes and your year relies on a certain campaign. But F#*k no one has heard of it because our ‘stealth mode’ PR worked to well (classic wording btw). Quick lets get it out in Adland so people and more importantly judges can see it and not think it’s so scamy. Also, lets make a point on when it was launched because it turns out our idea has kinda been done this year by others so we need to let the judges know we did it first.
It’s ok M&C, we’ve all been there. Never with a porn film so credit for that.
Yeah I agree in part, especially with the credit to M&C bit.
But you know, that ‘stealth’ thing kind of makes sense to me: if the idea was to surprise men in the middle of a porn film, early PR would’ve blown the load, surely? (sorry)
And hey, if something similar to my idea was done, I’d also want it widely known my idea preceded it.
(Also, it has to be said that the kids at Macquarie St aren’t “relying” on this idea.
Clever Buoy ring any bells? that shit be SCOOPIN’!)
Good luck M&C. Inventive work all round.
Hitler has only got one ball
The other is in the Albert Hall
Himmler has something similar
And poor old Goebbels has no balls at all
And that’s all I have to say about that.