The duo Dave Franco and Alison Brie stop at nothing to make a name for themselves. To mark the release of their new film "Together," the two actors, who have also been married for over 10 years, launched a series of viral videos that combine humor, provocation, and... a touch of disgust. The latest? A scene where Dave Franco literally drinks his wife's sweat. An unexpected sequence that quickly drew a reaction from internet users.
A scene that is as disconcerting as it is amusing.
The video, posted on social media on July 31, shows the couple leaving a workout class, yoga mats under their arms. Alison Brie is wearing a white towel around her neck. So far, nothing unusual. Except that as Alison walks ahead, Dave Franco grabs his wife's towel, sniffs it with comical exaggeration, then twists it over his mouth to drink the sweat. He then refuses the bottle of water Alison offers him, as if that gesture had been enough to hydrate him.
A surprising scene, filmed in the middle of the street, which immediately triggered contrasting reactions on X (ex-Twitter). Between fascination, discomfort and laughter, Internet users were divided. "He drank sweat... is it real?" wondered one stunned user. "I hope they continue this kind of video even after the film is promoted," commented another, clearly won over.
A marketing strategy that hits the mark
Far from being a simple moment of eccentricity, this video is part of a series of actions designed to promote "Together," the couple's latest film. After its premiere at the Sundance Film Festival last January, the romantic comedy was acquired by Neon for $17 million. The film will be released in theaters in the United States on July 30, 2025.
Since then, the two stars have been making a string of unconventional public appearances. Another video showed them in a park, where Alison Brie was clipping Dave Franco's toenails, again with a deliberately ironic twist. These deliberately borderline scenes are designed to attract attention without resorting to traditional promotional methods.
And it worked. The towel video was viewed millions of times in just a few days, garnering massive engagement on social media. It propelled the couple to the top of trending topics, while generating curiosity and discussion around their film.
The couple, masters of self-mockery
Dave Franco and Alison Brie are no strangers to this type of humor. Closely in touch on screen and off, they cultivate an image of an offbeat, sincere, and playful couple. Their communication is based on a perfect understanding of the digital age, where buzz sometimes replaces traditional campaigns.
These videos aren't meant to be gratuitously shocking, but to generate buzz about the film by creating intriguing viral moments. They're also aimed at a generation of social media-savvy viewers who appreciate unpredictable, funny, and slightly absurd content.
With "Together," Dave Franco and Alison Brie mark their second major collaboration after the critical success of "The Rental" in 2020. By leveraging a marketing strategy as original as it is cheeky, they manage to make their film stand out in a saturated media landscape. And while drinking your partner's sweat isn't for everyone, it seems that, for them, any means are good as long as it's done with humor... and as a couple.