Porn Site xHamster Will Block MILF Clips on Mother’s Day So Users Put Their Own Moms First

A pop-up will say: 'Go call your mom, ok? MILFs can wait'

The site's 1.4 billion users will find its most popular category closed off on Sunday. - Credit by xHamster
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Never has the phrase “it’s the thought that counts” been so disconcerting.

In a Mother’s Day stunt called #MomsBeforeMILFs, porn site xHamster on Sunday will block off the videos in the adult video world’s most popular category—MILF clips—and instead show users a pop-up alert saying, ““It’s Mother’s Day! Go call your mom, ok? MILFs can wait.”

How will users looking for MILFs, or “moms I’d like to fuck,” respond to this rather jarring message of redirected priorities? While logic might not agree, the site’s execs seem optimistic it’ll go over well.

“This is just a hilarious way to connect with our users and surprise them when they least expect it,” says Alex Hawkins, vp of xHamster. “It’s so contradictory for an adult site to promote this message on Mother’s Day, and we are sure our users will love it as much as we do.”

The idea was developed by a creative collective led by Spanish ad veteran Pancho Cassis, the former LOLA MullenLowe executive creative director who was named to Adweek’s Creative 100 in 2018 and is known for attention-grabbing campaigns like Burger King’s Scary Clown Night. Cassis recently left the agency and has not yet formally announced his next role or business, though the xHamster campaign hints that he’s certainly going to keep producing eye-opening campaigns.

Here’s a (safe-for-work) video explaining the one-day MILF ban:

One of the larger porn portals on the web, xHamster says it gets 15 billion visits a year, averaging about 1.4 billion a month, with 2 million videos uploaded each year.

In case you’re curious, the site says the average user spends 8 minutes and 41 seconds on the site. But obviously that’s a nine-minute block in which they could be thinking of their moms. (Insert cringe emoji.)

 


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@griner david.griner@adweek.com David Griner is creative and innovation editor at Adweek and host of Adweek's podcast, "Yeah, That's Probably an Ad."