Pornhub is back with some more safe-for-work ads. And this time, it's facetiously trying to insert its brand name into the lexicon, by suggesting the phrase "Pornhub Premium" could become verbal shorthand for saying something is excellent.

The phrase pops up, much to the shock of those who've never heard it, in these three new spots, which involve non-porn subject matter like aged cheese, wedding finery and Los Angeles real estate.

McDonald's actually tried the exact same approach in 2012 with the Egg McMuffin. In the case of Pornhub, there's extra humor in the surprised expressions on the actors' faces, making it clear that this new particular slang isn't going to catch on.

But the service itself might. Similar to Netflix, the premium streaming service will offer ad-free HD viewing, exclusive content and faster playback—for a monthly fee of $9.99. It's not a new model, but it could be a successful one, especially if the exclusive content is as entertaining as much of the brand's marketing has been.