The best work in advertising doesn’t just stand out—it challenges the status quo. 

And that’s exactly what Gordy Sang and Brian Siedband do with every client and every campaign at Quality Meats. Whether they’re working on a GoDaddy spot for the Big Game or a provocative box of chocolates for U by Kotex, Gordy and Brian (and their distributed team of strategists and creatives) always bring an unexpected twist to their creations, sparking conversations, and getting people to say, “I can’t believe they did that!”

Their “going cowboy” approach is one of the many reasons they’ve been racking up awards, including Adweek’s 2024 Small Agency of the Year award and A-List Standout and AdAge’s Small Agency of the Year, and in this conversation, you get a peek inside their process. 

While they’re both quick to say they don’t have a ton of business acumen, they’re clearly doing something right, because a lot of businesses are lining up to do business with them, including Regal Cinemas, Doordash, Saxx Underwear, and Cava, just to name a few.

Some of my favorite aha moments from our conversation include:

• Their approach to breaking rules and telling stories with a twist.
• How being bluntly honest with German Doner Kebab led to a different campaign approach in the US.
• The Huggies diaper innovation that led to a simple, yet catchy song (and several innovative campaign extensions).
• Their attention-getting Valentine’s work for U by Kotex to help normalize periods
• Why they believe the big idea isn’t dead.

Show Notes:

Below are links to campaigns and other inspiring ideas that came up during our conversation.

Campaigns

German Doner Kebab

Huggies Baby Butts Song

Marquee Sports Network Just “Gets” Cubs Fans

U by Kotex Period Sex Chocolates

Phasy Chocolates & Functional Foods

Chicagwa campaign

Movies & Shows

Severance Trailer

Swiss Army Man Trailer

Face Off Trailer

Best of Ali G

Any Insights Yet: Dan Cohen at Saatchi New York (Season 1, Episode 7) 

Books

Alphabutt Baby Book

Butts on Things by Brian Cook