SITUATION:

Men spend a lot of time online -- often on adult websites such as PornHub.

BRIEF:

Inform prospective members that we sell more than just razors.

OBJECTIVES:

Demonstrate acceptance and offer utility to prospective Members.

In this banner ad, we created a strong connection between the media type and the placement. Should someone walk in and interrupt your ‘private time’ on PornHub, our banner ad served as a true escape hatch to avoid getting caught dick-handed.

Dollar Shave Club always has guys’ backs. So when we wanted to let guys know we sell more than just razors, we set out to meet them where they were with a contextual banner ad. And what better place than Pornhub, a place where guys tend to spend quite a bit of time

The execution was a simple web banner that informed the viewer of our brand's product proposition, brand tone, and provided an easy escape hatch from potentially embarrassing viewing.

The Escape Hatch banner was very positively received. Overall, it received 175,471,817 impressions with total clicks were 312,955 -- and keep in mind that those were clicks taking viewers AWAY from their pornographic viewing. But beyond the paid reach was the organic reaction. People used it to make memes, a screen grab of the banner was featured on the front page of Reddit, and it was mentioned and featured hundreds of times on Twitter.