When Chicago's newest agency, Quality Meats, generated a huge amount of attention with its first brand stunt—a "curbside abuse" offering for the famously acidic staff at Wiener's Circle—it was approached by a surprising potential follow-up client.
Images Med Spa, with five locations and an overwhelmingly female staff, was looking for an agency to help it tackle the stigmas against its popular procedures like Botox injections.
“We were a bit unsure about taking the job on,” agency co-founder Gordy Sang tells my Adweek colleague T.L. Stanley. “But based off our conversations, it seemed like they were ready and willing to do something bold for the category and to speak on behalf of it. We knew the risks, and actually that’s what was exciting about the opportunity.”
The result is earnestly hilarious and already being embraced by women who are glad to see a marketer come to the defense of those who see Botox as being on par with the million other beauty products and treatments that don't generate social consternation.
Check out the spot and see what you think. (Oh and be sure to watch to the end.)
What are some projects you've taken on despite being initially reluctant, and how did they go? I'd love to hear your stories via the email below or at @Griner on Twitter.
David Griner
Creative and Innovation Editor, Adweek
David.Griner@Adweek.com
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