To sum up the new collection of toys for couples launched by the partnership between Pornhub and Ann Summers we came out with the concept: “Make beautiful music together” and created “Sex Instruments”, the first ever song made entirely out of sounds produced by sex toys. We knew we needed a very catchy tune so far from just using the industrial sound that this kind of toys make, the band arranged to sample and modulate them, and also added guitars played with vibrators, bass notes from anal plugs and strokers for rhythm, to name a few of the “instruments”. If that wasn’t enough, we also added another layer of sonic bliss by combining the rhythm of the toys with the sounds of moans, orgasms and sex, creating a one of a kind song, and its music video, that got people’s feet (and hands) moving.

The music video features a couple experimenting with Pornhub Toys in two parallel sets. One is the control room, which serves as a metaphor for the bedroom: A retro-futuristic infinite room where the couple experiments with a specialized sound board which extracts sound samples when placing the different toys on top of it. On the other side, we see the reactions of their “avatars” which perform with different toys and instruments at “the studio”. The tune starts with basic vibration sounds that, once modulated, start a melody that builds in crescendo by adding different tracks while showing the whole catalog of toys until the song (and the couple) reaches the climax.

The first song made entirely out of sex toys went viral and drove 2.5 million visits in two weeks (now 2.8 million). The campaign also went viral on the big 3 social networks and was published in most main media outlets of countries all around the five continents (totaling just over 400 original articles).

The most recognized advertising sites highlighted the campaign and it featured on the cover of 9Gag’s home site for three consecutive days.