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13th Annual Shorty Awards Categories

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media and digital channels, campaigns, websites and applications.

Mini-Mocks: The Premature Ejaculation Coach (with Anthony Padilla)

Finalist in Medium-Length Video

Objective

For Comedy Central’s Under the Influencer week featuring YouTuber and comedian Anthony Padilla, it was certain that we would cast him in the social creative’s team’s most successful series, Mini-Mocks. Mini-Mocks are documentary parodies featuring people with strange occupations and interests. The goal was to find the ideal premise that would fit his style, in addition to driving views, building brand affinity, and engaging new audiences.

Strategy

A parody of group yoga and Lamaze classes, Padilla was cast as Ron Chance, the premature ejaculation breath work instructor, an affliction that affects “100% of men at some point in their lives.” Chance combines an earthy new age vibe with hyper masculinity, welcoming men into a group collective that will, ideally, help them in their relationships.

Results

Featuring a cast of over 15 actors, and with the help of Padilla’s sizeable fan base, Premature Ejaculation Coach received over 1 million views on YouTube alone, as well as 1.6M views on Facebook.

Media

Video for Mini-Mocks: The Premature Ejaculation Coach (with Anthony Padilla)

Produced by

Comedy Central Digital

Link

About the Shorty Awards

The Shorty Awards honor the best of social media.

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