Young people often feel the pressure to fit in the picture of predefined stereotypes of sexiness. The result: They start to doubt themselves if they can’t mirror these expectations. All this makes it difficult to grow up with a confident attitude towards sex and sexiness. So the idea was to make young people smart about what sexiness really means.

To get this message across, Youtube and it’s skippable ads were used as the primary activation platform. Stereotypes and censorships were used as a hook only to reframe it afterwards. The “Smart is Sexy” idea was continued on Facebook – using the Silent-Autoplay to their advantage. Users got interested in the video by seeing the universal gesture for “small penis”. By clicking on the video and turning on the sound they found out the truth about what the girls really where talking about. The ads were played for several months on YouTube and Facebook to young people from 16 to 25 for each local ANSELL brand.

With a post click rate of more than 9% on Facebook - three times more than the category average - and an average view time of more than 30 seconds, twice as long as the category average for YouTube ads, the campaign was a huge global success. With millions of views and thousands of comments in all social networks ANSELL started a conversation amongst young men and women about what really matters when it comes to sexiness.