Grandma and grandpa are letting loose in a new campaign by the Washington State Department of Health in an effort to convince young adults to get vaccinated against Covid-19.
In the new “Ready for Summer” campaign, created by agency C+C and production partner All is Well, grandparents are laying on the FOMO with a glimpse into a summer of partying. In a series of spots, different vaccinated seniors are seen enjoying the benefits of being around people again—including a twerking grandmother at a nightclub, a grandfather who’s “gonna get weird” around a bonfire, a cougar grandma who’s on the prowl in her convertible, and a grandpa on a party barge. They’re getting down and mildly dirty to show youth how much fun they could be having if they would just get vaccinated.
“The Department of Health challenged us to bring them something edgy with this campaign,” Carey Evenson, C+C senior vice president of creative and content, said in a statement. “From our first presentation, everyone bought in and it was just a matter of finding exactly where the edge is for a state government agency. You really haven’t lived until you’ve had a call with a client about twerking vs. grinding or what’s implied by different sizes of wax strips on grandma’s bathroom counter.”
The campaign features four 15-second spots, custom executions for TikTok and Snapchat, and streaming audio ads. The team concepted, produced and launched the campaign in six weeks.
“The opportunity to create a campaign that was as joyful and silly as it is important was special for the whole team,” C+C creative director Wyatt Curtiss said in a statement.
“Ready for Summer” is the latest in a series of more than 25 campaigns the Department of Health and C+C have created together since March 2020 to fight the Covid-19 pandemic.