Poo for brew? Ad firm spurs colon cancer checks with beer giveaway campaign
March 5, 2021 2
This limited edition beer by DuClaw Brewing Co. is at the center of a cross-promotional campaign by Richmond ad agency Elevation. (
Images courtesy of Elevation)
If unicorns defecating and breaking wind offends you, stop reading this now.
It was the cross-promotion prospect of two brands known for such things Squatty Potty, a toilet stool company famous for its viral video of unicorns doing their business; and DuClaw Brewing Co., a Baltimore-based brewer that makes a sour beer called Unicorn Farts that led to the latest output from Richmond ad agency Elevation, which turned it all into an awareness campaign for colorectal health.
Creative Q&A: Elevation’s ‘Monster’ maker C.J. Hawn
Photos courtesy of Elevation)
In the 200-plus TV spots that C.J. Hawn has overseen in her time at Elevation, two characters she created stand out from the pack.
There’s Buster, the Jack Russell Terrier that’s the face of Virginia Green’s “Respect the Lawn” campaign. And then, there’s the Tuition Monster: that sarcastic, green man-beast who gives parents every reason to start saving for college in Virginia529’s long-running ad series.
Both mascots or in Tuition Monster’s case, “anti-mascot” were spawned by Hawn, who just completed her first year as Elevation’s sole creative director.