Allergan is partnering with former Olympian and current NBC Sports correspondent Johnny Weir to support its CoolSculpting fat-freezing treatment.
This is CoolSculpting’s first time reaching a mass audience and talking to women across the entire TV schedule, including the early morning shows, daytime, evening news, primetime and female-preferred cable networks.
Area 23 is the creative agency; Mediacom is the media buyer/planner.
The "That's Cool" creative uses a humorous approach by juxtapositioning the CoolSculpting treatment with fictitious, fat-loss methods that are “Not Cool.”
Brand ambassador Weir is also starring in his own humorous online video series that launched last week.
The “Not Cool vs Cool” series shows him in his former ice skating days talking and joking with people about what they deem is cool and the most “not cool” things they’ve done to lose fat. He also shows viewers what the CoolSculpting treatment is like from the patient’s perspective.
In addition to the video series and social media posts on his own channels, Weir will appear at a media event in early March.
Although CoolSculpting has worked with a few celebrity ambassadors in the past, including Molly Sims and Debra Messing, Weir and golfer Ian Poulter are becoming the brand's first male spokespersons.
Weir was tapped for this role "because he embodies what it means to be cool — confidence, unique and strong," says Michael Jafar, vice president, medical aesthetics body contouring, Allergan. "He also knows a thing or two about ice and freezing as a two-time Olympic figure skater."