Fabletics: Behind the Scenes: Ken Jeong’s Splash-Proof Scrubs Adventure
written by a member of the WCB
Campaign Context
Fabletics Scrubs has once again tapped into the comedic genius of Ken Jeong for their latest marketing campaign, building on their successful August 2024 debut. This time, the brand is making waves with its innovative Durable-Water Repellent (DWR) fabric technology, proving that medical apparel can be both functional and funny.
The Campaign Concept: “Keep it Dry”
The 60-second commercial takes place in the break room of San Bernardino Family Clinic, featuring a trademark Jeong-style comedic approach. The ad brilliantly showcases the scrubs’ water-repellent capabilities through a series of rapid-fire, abbreviation-laden dialogues that perfectly capture Jeong’s unique comedic style.
Key Campaign Highlights
Comedic Approach
Setting: San Bernardino Family Clinic break room
Style: Rapid-fire dialogue with heavy use of abbreviations
Comedic Twist: Unexpected liquid spill demonstration
Technical Innovation
Feature: Durable-Water Repellent (DWR) fabric technology
Demonstration: Liquid spill that leaves scrubs completely dry
Target Audience: Healthcare professionals
Marketing Strategy
Distribution Channels
Owned social channels
Paid social media
YouTube
Engagement Tactics
Gifting scrub sets to healthcare content creators
Interactive wear-test kits with test tubes and water-based fluids
Business Impact
According to Adam Goldenberg, co-founder & CEO of Fabletics, the Scrubs business has nearly doubled since its initial launch. The brand has successfully built a dedicated following of members specifically interested in their scrub line.
Brand Perspective
Carly Gomez, senior vice-president of brand marketing, highlighted the strategic choice of Ken Jeong, emphasizing his unique combination of medical background and comedic talent as the perfect brand ambassador.
Larger Context
The campaign continues to leverage Jeong’s dual identity as both a licensed physician and a comedic actor, creating an authentic and entertaining approach to marketing medical apparel.
Takeaway
Fabletics Scrubs proves that professional workwear can be both highly functional and genuinely entertaining, breaking the mold of traditional medical apparel marketing.