We were hired to help launch Howard Stern On Demand, a subscription-based cable service that features video footage of the daily Sirius Stern radio show. The problem: The appeal of the show is the fact that you could actually see all the nudity and vulgarity. It’s basically porn. Something you most certainly cannot show in the advertising. The question became: How do you show it … without showing it? These videos did a nice job of getting at what we were talking about while remaining G rated. At the end of the beaver execution, users were asked if they would like to shave their own beaver.
If the answer was yes (and why wouldn't it be?) they were sent to our Beaver Salon where you could shave, wax, dye and share your own coiffed beaver; 1.1 million people shaved a beaver on our site in the first 30 days.
Shave your own!
This work won, among other things, a Gold Promax award for the best cable subscription campaign of the year.