A strategic arc led to the development of the TV plan-'get up, stand up!' The idea was to encourage young men to interact with the brand communication. The insight driving this approach was the belief that passive TV advertising has become background noise to this generation of savvy customers. The messaging developed took advantage of the general 'hard sell/low quality' perception of direct response TV. The :60 and :120 spots intentionally spoofed infomercials by selling branded items along with weekly bidding wars for Jimmy's mustache and the Ambassadors shoe (characters in the campaign) all the while providing additional airtime to talk about the beer.

The messaging developed took advantage of the general 'hard sell/low quality' perception of direct response television. The 60 second and 120 second spots intentionally spoofed infomercials by selling branded items along with weekly bidding wars for Jimmy’s moustache and the Ambassador’s shoe (characters in the campaign) all the while providing additional airtime to talk about the beer. The campaign ran on late night TV, a daypart concentrated with both our target and 'mockumentary' style programming.

In advertised markets, affinity scores and sales increased by 25% and 18% respectively. More than 30,000 new visitors went to the website and downloaded 100,000+ ads, while over 17,000 people called into the 1-880. Jimmy's mustache and the ambassador's shoe sold for as much $130 each on the online auction.