Organic Valley Plants Tongue Firmly In Cheek With Hilarious #SaveTheBros Protein Shake Campaign

In a hilarious, tongue-in-cheek, bro culture-themed effort created by Chattanooga-based Humanaut, farmer-owned dairy cooperative Organic Valley aims to “Save the Bros” from terribly unhealthy protein shakes. How? By promoting its own organic protein shake, of course.

A two-minute video, taking the form of a mock PSA, first lauds musclebound bros for being amazing and innovative, but then quickly shifts gears pointing out these #jacked, #yoked, #swole bros are killing themselves by consuming all the artificial ingredients found in most protein shakes.

The video then launches into a no-holds-barred, pseudo attack on the ridiculousness of bros culture with actors posing questions like, “Who would make comments about your physique that aren’t appropriate but still appreciated? What would happen to Las Vegas? Or the beaches of New Jersey?”

It’s very deftly handled ribbing of an audience to which a brand is trying to sell.

Of course, the effort is also aimed at active adults who seek, organic, on-the-go nutrition without all the fake flavorings, sweeteners, GMOs, antibiotics or artificial hormones that are often found in other fitness products.

The video, which launched yesterday and now has 25,000 views, points viewers to savethebros.com, a microsite showing Save-the-Bros-branded paraphernalia like t-shirts, duffel bags, trucker hats, yoga mats and, of course, muscle shirts.

There’s also a section that collects social media activity from campaign hashtags in addition to the main #SaveTheBros. Collected hashtags including #yoked, #swole, #jacked, #brolife and #bulkingseason.

The brand is promoting the campaign on Facebook with a post of the aforementioned video. That post has garnered 1,070 likes, 161 comments and 1.221 shares.

Post by Organic Valley.

The video is also being promoted on the brand’s Twitter page.

Our Bros are in danger, but together we can save them! Learn how: https://t.co/fuOjP3kSZf #SaveTheBros #OrganicFuel — Organic Valley (@OrganicValley) February 16, 2015

Organic Valley has also purchased Google ads to promote the campaign website.

And Alex Bogusky, co-founder of Crispin Porter Bogusky and current creative advisor to Humanaut, is doing his part to promote the campaign.

Another hit from ad startup @humanaut. http://t.co/iIPpp7bwc9 https://t.co/eXzRu3sGE3 — Alex Bogusky (@bogusky) February 17, 2015