Pornhub Takeover

December 2017 | Advertising, Media Planning, Strategy

If there is one good thing about creative directing for a brand called Moose Knuckles it’s that there are essentially no boundaries in terms of advertising alignments—so, why not innovate? Pornhub is one of the highest traffic sites on the web, with over 4 million members. It is hard to dispute that they have a wide range of viewers and reach.

With the objective of gaining brand recognition with a dense and diverse audience for a low cost per impression, I created an ad campaign dubbed Thrust Into The Unexpected. With respect to the brand’s typical roster of modeling talent, and their hesitation to be shown on a pornography website, I opted for an animation with a fast-paced, sex-positive and feminist approach. The commercial featured female characters as diverse in attitude, attributes, and race as the modern and changing roles women play in contemporary society. Each character cleverly commands a unique phallic symbol that plays into both Pornhub’s and Moose Knuckles’ not-so-subtle branding.