Agency: Butler, Shine, Stern & Partners
As part of our final five, we decided we needed to include at least one branded drug campaign. Let’s be honest, it’s a lot easier to be funny or inspiring when you don’t have to include a 30-second litany of downright depressing, dangerous and sometimes just off-the-wall potential side effects.
With Pradaxa’s spot as a finalist already secured, we considered our other March Madness starting 40, and decided on newcomer double-chin treatment Kybella. It came down to two primary reasons: a Kardashian and a clever twist.
Not everyone will agree on the legitimacy of the fame of the Kardashian clan, but it’s hard to argue with the cultural power and influence they wield. And Khloe Kardashian, the formerly “fat” sister, made for the perfect partner to promote chin fat cell banishment. Bonus points for Allergan making it about more than aesthetics as well, tying in a positive “Live Chin Up” campaign with a lifestyle website that explains the phrase is actually an attitude about not “letting the things that bother you get in your way.”
The clever twist came next with the launch of the Kybella DTC campaign, which debunked the notion of chin fat as, well, fat—and instead attributed it to heredity.
It was a genius twist that let potential customers off the hook. You’re not responsible for that waddle, your ancestors are. They had to wear Elizabethan collars, beards and scarves as camouflage. Luckily, you don’t.
The secondary message of the ad played up the positive even more. Along with the chin, the ad noted, you also inherited those ancestors’ vibrant and smart “can do” spirit.
The upshot? Kybella took what could be an embarrassing personal feature and turned it into no-fault fun, with a powerful family cultural connection that put it over the top.