When British advertising firm ST16 was tapped by a health agency to create a public service announcement warning about the dangers of drunk driving for the male, under-25 set, the creative team opted for a simple, logical approach: make a pseudoporn video with a twisted ending and promo it on YouTube.
ST16’s resulting video (right) drew in a whopping 2.6 million views on YouTube alone — thanks largely in part to its subtly redubbed label, " Hot girl sex in car" (original moniker: "Steamy Windows").
The short was recently recognizedas some of the best work among educational videos worldwide, winning a gold medal in the community affairs category at the New York Festivals International Film & Video Awards.
Though certainly not as unsettling as those disturbingly graphic Canadian public safety videos, I can’t help but wonder how effective a sensually moaning, half-conscious woman is at schooling a bunch of randy lads on the dangers of DUI. ST16 successfully roped in the target audience and delivered a message, but does racking up pageviews with shots of heaving boobs do anything to reduce drunk-driving accidents?
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