Wild Willies truly lived up to their name. No matter what script we came up with, they pushed us to make it, well… wilder. While most clients would have said we went too far, Wild Willies had the hair on their chest to say “far enough” and went with it.

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For their beard care, we pitched that their product was so powerful, it caused panties to drop, literally. For their soap product, we pitched a prison musical about dropping the soap in the shower. Wild Willies is a bold brand, and we fought hard to keep that boldness in the campaign.

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When it finally ran in our tests, it outperformed our expectations. Having some of the best audience retention we’ve seen in recent years and incredible social media engagement in comments, likes and shares.

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Wild Willies “Panty Dropper” and “Don’t Drop the Soap” may be Creatably’s most risky ads to date, but the bet paid off. While these projects pushed our limits in a lot of ways, we’re waiting for the next client to push us even further.