Playing pickleball naked may not be everyone’s first choice of how to play the game, but a new campaign for Intuity Medical’s Pogo Automatic glucose monitor shows that naked pickleballers prefer not to wear anything when they play.
The campaign for Intuity Medical’s device, “You’re Good to Pogo,” offers a better alternative for those who need to stay on top of their glucose levels. Many people can feel self-conscious about checking their blood sugar levels if there are others around, so they excuse themselves from the moment, just to test in the most uncomfortable places. Now, they can discreetly test on-the-go with the push of a button.
The campaign, by creative and media AOR Cutwater, features two spots and marks the first significant marketing push for the Pogo Automatic. “Pickleball” sets up a mockumentary interview with those who would feel the most uncomfortable wearing a glucose sensor on their bodies in a pair of nude pickleball players.
A second spot, “Bathroom,” shows a guy in a public restroom trying to hide his glucose testing, and is awkwardly interrupted by another tester.
Both spots show the protagonists switching to the Pogo Automatic as a better and simpler way to test.
“The Pogo Automatic isn’t a typical blood glucose monitor, so the campaign work shouldn’t be typical either,” said Cutwater founder and CCO Chuck McBride in a statement. “And by using the name in a clever way, we’re confident they won’t confuse Pogo Automatic with any other brand.”
The pieces were directed by Hank Perlman of production company Hungry Man, who led editorial as well. The VFX, color, and mix was handled by Brickyard VFX, Royal Muster and Lime Studios, respectively.
“One in 10 people are diagnosed with diabetes, and the conversations around this community don’t focus enough on the choice of discretion. We selected Cutwater as our agency of record since the leadership team shared the same passion of reinforcing our ongoing mission and product differentiation within our marketing efforts. Since the all-in-one offering doesn’t fit squarely within glucose monitoring conventions, the direction had to be unique and challenge those norms,” said Intuity Medical vice president of marketing Dave Yamauchi in a statement.
The work follows Intuity Medical appointing Cutwater as its creative and media agency of record earlier this year after a comprehensive review.