An ad for non-alcoholic brand Free Spirits stars a self-identified sex worker and culls its storyline from a problematic social media post.
What could possibly go wrong?
As any marketer or creative will note, it’s all in the execution. And what Free Spirits has produced to wrap up Sober October is a sweetly chaste campaign that aims to flip a tired criticism of the category on its head.
“We always hear comments like, ‘drinking non-alc is like going on a date with a nun, like taking a shower with a raincoat on, like hiring a hooker for a hug,’ and it just gets gnarlier from there,” Milan Martin, Free Spirits founder, told Adweek.
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