Not enough young people were getting vaccinated. But maybe no-one had tried the right incentive yet. After years of COVID isolation, we knew they were ready to get out there and hook up again. So Coors created a real spa where people could get COVID vaccinations, a full body wax and cold beer – everything they needed for summer of close physical contact after years of COVID isolation. To tell people about it we created a long-form film in the style of real spa ads that told people all about our offerings, where to book, and promised them a cold beer and a smooth hairless body along with their vaccination. If they wouldn’t do it for humanity, maybe they’d do it to get lucky.