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.

Not enough young people were getting vaccinated. But maybe no-one had tried the right incentive yet.