The latest video released by Porta dos Fundos has caused a buzz on social media. The prostate cancer awareness skit was starred by Antonio Fagundes, who uses a series of swear words and jokes about the test feared by many men. The repercussion broke viewing records for the channel and also opened important conversations about men’s health. Antonio Tabet, one of the campaign’s actors and founding partner of Porta, shared the behind-the-scenes of the unusual idea.
— Someone from Porta dos Fundos presenting the campaign would certainly not have the same impact. We thought about who would be the best person, someone with an unblemished reputation, with high credibility. The first name raised was Fagundes. Obviously, when we said this, people at the meeting said “No, Fagundes won’t agree”. When we got in touch, he agreed right away — shared Tabet, who commented on the repercussion: — The video broke our records this year and had almost 3 million hits in less than 24 hours. Crazy! But there was no way to go wrong. It’s a noble cause, and people were able to see Fagundes in a place completely different from his area of activity. I loved it. It’s a privilege to film with a living legend like him. It was a very accurate cannon shot.
During the recordings, the atmosphere was light and relaxed.
—Everything went super well. He was very willing on the day. We filmed super fast. And it was funny, we had fun, obviously — shared Tabet, who stated that the laughter was constant, especially when Fagundes used swear words during the scenes: — He himself had fun saying so many swear words during the scenes. When the director made the cut, there was a general laugh. Everyone was excited making this video, which we were sure would blow up.
When addressing such a delicate topic as digital rectal exams, Tabet emphasized the importance of reaching the target audience:
— It was very important for people to see a guy like Fagundes in this video, who has been a status of masculinity for a portion of the population since the 70s, which is precisely the target audience for this campaign. Men have a tendency to underestimate their own health, to turn a blind eye to it and have prejudices — reflected Tabet.