For March Madness, Buffalo Wild Wings Made a Stool to Cool Guys' Jewels After a Vasectomy

When brands and agencies take a look at qualitative and quantitative data to come up with big ideas, they look for the little things. Sure, there are the broad strokes of demographic data, but for a campaign to really sing, you’ve gotta find that one piece of insight that hits like a thunderbolt. In the case of Buffalo Wild Wings, someone, somewhere, at some point found out that there is a 30 percent increase in vasectomy procedures during the NCAA men’s basketball tournament. Why does this matter? Because the brand then took this insight and created what is known as the Jewel Stool, a barstool that has a cooling apparatus that allows basketball fans who got the snip to have some relief in their nether region. [kickout id="1"] There’s also a nifty, chilled cup holder and a convenient “beer me” light that signals bartenders to get a cold one to those sitting on the stool. Though it would be nice to have this nationwide, the brand will debut the Jewel Stool on a first-come (their words, not mine), first-serve basis at two Buffalo Wild Wings locations: Times Square in New York and Koreatown in Los Angeles. As the ad repeatedly notes, this invention is totally a gag and not something you should really use after getting snipped. (Fun fact: Real docs advise wearing two pairs of underwear with a bag of frozen peas between them.) [kickout id="2"] While perhaps not quite as provocative, the brand also rolled out some new ads for March Madness courtesy of The Martin Agency. This marks the first work for the brand since the agency snapped up Buffalo Wild Wings as creative AOR back in November. The gist of the ads is to get fans away from their smartphones, cubicles and basements, and into their nearest Buffalo Wild Wings to enjoy the tournament on the many TV screens. [kickout id="3"] “Man Caves and technology have divided us, conquered us and allowed a part of our herd to be divided. Sports is about finding your tribe. At the heart of it, camaraderie is really what it’s all about. It’s time we take note of that,” said Scot Crooker, associate creative director at The Martin Agency In a smart move by the agency and brand, there is an additional ad, “Overtime,” that will be at the ready for the first commercial break in extra time. In addition to the main spots, the brand will run 15-second ads and radio spots starting today. [kickout id="4"] CREDITS: Client: Buffalo Wild Wings Client Credits: President: Lyle Tick Chief Marketing Officer: Seth Freeman VP, Marketing and Advertising: Jeff Baker Director, Brand Advertising: Ryan Stein Agency: The Martin Agency Chief Executive Officer: Kristen Cavallo Chief Creative Officer: Karen Costello EVP, Chief Client Officer: Danny Robinson EVP, Executive Creative Director: Jerry Hoak Associate Creative Director: Mikolas Manulik Associate Creative Director: Scot Crooker Art Director: Raiven Delisle Copywriter: Molly Burke Executive Producer, Head of Production: Tasha Dean Content Producer: Liza Miller Junior Content Producer: Arielle Blais Senior Business Affairs Manager: Alice Isner Associate Director, Financial Affairs: Kelly Clow Account Supervisor: Kelsey Johnson Group Project Manager: Kevin Merrill VP, Group Planning Director: Mike Kelley VP, Group Director Communications Planning: Taylor Grimes VP, Planning Director, UX Strategy: Taylor Wiegert Production Production Company: Arts & Sciences Head of Production: Christa Skotland Director: Michael Illick Director of Photography: Corey Walter Line Producer: Gillian Marr Editorial Editorial Company: Friendshop! Editor: Ben Suenaga Assistant Editor: Micah Chase Producer: Adam Roe Finishing VFX and Finishing: The Mill Finishing Producer: Alex Bader / Vanessa Yee VFX Supervisor: Adam Lambert Color: Company 3 Colorist: Tim Masick Sound Audio Post Facility: In Your Ear Sound Designer and Mixer: Paul Bruski SFX: Hearby Music Stock Music: APM Stock