Big Ass Fans, the leader in high-performance airflow, has officially appointed Notorious111, and Arm Candy, their new Agency Partners. Known for shaking up brands and rewriting the rules, the agency’s work will amplify Big Ass Fans’ marketing efforts to take bold strides in realizing their creative vision.
The campaign, “Asses are Necessary” uses a playful double entendre to highlight both the fan and the undeniable human truth—we all need an ass. This creative reinforces Big Ass Fans’ new tagline, No sweat. All chill. and the idea that a Big Ass Fan isn’t just nice to have—it’s a necessity. The new brand campaign will make waves across OLV, YouTube, Meta, Search, and TikTok, with creative extending across every brand touchpoint.
Notorious111—with an all-female leadership team that bought the agency back from WPP last year—will bring fresh energy to Big Ass Fans’ already successful business. Known for their dominance in the industrial space, Big Ass Fans is building on its success in the residential market, bringing innovative solutions that enhance both working environments and outdoor living.
“As an agency that excels at pushing boundaries and developing innovative ideas, we’re excited to partner with a brand that shares the same spirit,” said Katie Hooper, CEO of Notorious111. “Big Ass Fans is already a notorious leader in the industry, and our job is to make sure the world not only sees that, but feels it in every interaction. We’re here to take the brand to the next level.”
“As a brand that’s never been afraid to be bold, we needed an agency that matched our energy,” said Laura Felthaus, Vice President of Marketing at Big Ass Fans. “We aren’t just selling airflow—we’re changing the way people experience and use fans.”
To bring this vision to life, Notorious111 leveraged its dynamic network, teaming up with Arm Candy, a full-service media intelligence agency known for its strategic, data-driven approach leveraging CYRIS, their proprietary media intelligence technology. The pitch was a collaborative effort marrying the power of bold creative with data-led media to drive business impact. This partnership is a prime example of how Notorious111 works– connecting the right people and resources to ensure Big Ass Fans’ message reaches the right audience in the right places. With Notorious111 at the helm, Big Ass Fans is ready to turn up the power, the presence, and, of course, the airflow.
About Big Ass Fans
Bringing industry-leading airflow and energy savings to customers worldwide, Big Ass Fans exists to provide the best, most durable fans to fit any customer’s needs. Big Ass Fans is guided by the high-volume, low-speed (HVLS) airflow concept to make spaces more comfortable and efficient. From factories to homes and everywhere in between, Big Ass fans deliver comfort, style and energy savings that make life and work more enjoyable. To learn more about Big Ass Fans visit bigassfans.com.
About Notorious111
Notorious111 is a dynamic advertising agency committed to helping brands envision and articulate their place in the future of their industries. With a focus on transformative branding and creative solutions, Notorious111 collaborates with companies looking to challenge the conventional and embrace change.
