Lube Brand KY Has You Cancelling Plans in Cheeky Spot

KY’s latest campaign is a great case study on creative agency Another’s production first model, which saw us approach the campaign planning in a highly agile and efficient manner from the outset to achieve the tight timings and budget. 

KY put out to pitch a Valentine’s Day brief to three agencies targeting the romantics. Previously KY had not overly connected with this customer segment as their creative has been either overtly sexual or slap stick in style.

Delivering responsive creative solutions to challenging briefs is what Another does best. Another tapped its extensive high calibre network to engage acclaimed creative/director Alex Dunning. The winning creative saw KY’s ad being accepted on US daytime network TV for the first time in several years. Working in the US, which has particularly stringent guidelines on sexual references in advertising, can be complex but Another leveraged its experience in other highly regulated sectors to navigate the restrictions and develop a fully compliant and on-brand campaign.

The multi-talented Alex, who went from child actor to advertising creative to film director, not only wrote an exceptional script he also directed the campaign which Another co-produced with Outsider. Alex’s work blends his photographic eye for detail with natural and nuanced performances to create a tongue-in-cheek film that tells a relatable story in an inventive and fun way with a richly cinematic and empathetic quality.

Together, Another's streamlined processes and collaborative approach to partnering meant it was able to turn around 15” TVC and stills plus socials in 12 weeks from briefing to delivery.

“Genuinely, working with the KY x Another x Outsider team has been a pleasure. The team was incredibly supportive and bringing to life the vision of what we needed to accomplish. I appreciate the time and dedication that the team has given us – the patience, collaboration and attentiveness to detail has truly curated success. The entire business is quite excited about the output of this project and the potential it has once we go live”. said Rupal Nahar, associate brand manager KY.