The idea was to turn the disadvantage of the silentautoplay-function on facebook into an unseen creative advantage. Stereotypes were used as a hook only to reframe it afterwards. 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: size doesn’t matter but smartness does.

The ads were played for several months on 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 - the campaign was a huge global success. With millions of views and thousands of comments on Facebook ANSELL started a conversation amongst young men and women about what really matters when it comes to sexiness.