'What Rhymes With Shot?': The Story Behind BLK's Surprise Smash, 'Vax That Thang Up'

The creatives behind the summer's greatest PSA tell Adweek how it came together

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The idea wasn’t the star of the pitch. In fact, it was relegated to the back of a 108-slide deck for a totally different campaign.

When Atlanta-based agency Majority was approached by BLK—a dating app geared towards Black singles and a subsidiary of Match.com— about creating a potentially “non-pushy” way to educate Black youth on the Covid vaccine, agency founder Omid Farhang says the idea to invoke Cash Money’s defining hit “Back That Azz Up” for the cause was originally considered a fun long shot.

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