Pornhub Made a 'Bonerless' Bathing Suit and a Surf Song to Go With It

Officer & Gentleman discusses the campaign

When they talk about ad agencies innovating for their clients, look no further than Pornhub's new "Bonerless Bathing Suit," designed by Spanish creative agency Officer & Gentleman—which also wrote a whole song and filmed a music video promoting the bizarre garment. 

The swim shorts, which are actually for sale (for $69.69, obviously), have some kind of reinforcing material to prevent what the brand describes as "the most embarrassing of beachside blunders." (Never mind that the shorts actually have a large Pornhub logo on one side—which some potential buyers might also feel embarrassed by.) 

Whatever merits the product may or may not have, it's getting a musical marketing push in the form of an original song and music video. Spanish surf pop band Airbag and American punk rock singer Kurt Baker recorded "Beach Boner Blues," a surf rock anthem with lyrics by the agency creatives. 

Check it out here: 

"We were discussing with the client about how best to promote the idea, and we started talking about those surf musicals from the '50s and '60s," Officer & Gentleman executive creative director Alex Katz tells Muse of the inspiration for the music. "They had a certain amount of camp and humor that we thought was perfect for talking about what is essentially, although real, a silly problem. From there, our task was coming up with a song that fit into that genre." 

In writing the song, they needed to hit a few different targets. 

"We knew we needed to create something catchy, but with lyrics that could tell a story that could later be brought to life in a video," says Katz. "And then of course, there's the difficulty in creating a real song, not just a jingle, about the product. In the end, we were able to write something that ticked all those boxes without losing that sense of humor and irreverence which is essential for any Pornhub campaign." 

Baker lives in Spain, and Airbag, who are from Malaga, have been friends of the agency for a while, Katz reveals. 

"Since Airbag is known for their surf pop sound and Kurt had the perfect voice for this kind of song, it was an obvious choice,"he says. "Luckily for us, both were really excited about the project, and we think that comes through in the final song. That's Kurt speaking in the interludes, by the way." 

As for the product itself, Officer & Gentleman came up with the idea and designed it from scratch. 

"I can tell you that the trial-and-error process of creating a pair that actually worked in the way it was supposed to was an adventure in an of itself," says Katz. "Originally, we were brainstorming ideas for spring and summer, and this one just came up—pun very intended. We were thinking about where the brand could fit into a day at the beach, when solving this rather specific, but very real problem." 

You can listen to the song on Spotify or download it from Bandcamp.

CREDITS

Client: Pornhub
Agency: Officer & Gentleman
Executive Creative Directors: Javi Iñiguez de Onzoño, Alex Katz
Managing Director: José Ortiz
Account Director: Alejandro Fata
Account Executive: Marta Cintero
Project Manager: Beto P. F.
Art Directors: Javier Malluguiza, Luis Álvarez
Copywriters: Emilio Franquelo
Production Company: Mister
Director: Fermín Cimadevilla
Producer: Luis Diguardi
Director of Photography: Iván Caso
Colorist: Nadia Khairat
Art Director: Ulbi Foulkes
Stylist: Maria Gamero
Original Music: Airbag
Original Lyrics: Alex Katz, Javi Iñiguez, Emilio Franquelo, Kurt Baker
"Beach Boner Blues" performed by: Airbag feat. Kurt Baker
Music Production & Mix: Carlos Hernández Nombela
Recorded by: Máximo Ruiz & Manuel Varo

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Tim Nudd
Tim Nudd is editor in chief of the Clio Awards.