GoodRx Saddles Up with Wild West Reboot

​Ad-Like Objects, a new creative studio founded by Ben Becker and Nick Loftus, has officially launched with GoodRx’s ‘The Savings Wrangler’, the largest campaign in the brand’s history and its first major push in three years.

The platform was built through a first-of-its-kind embedded partnership with GoodRx’s VP of brand and creative, Amy Davis, and CMO Ryan Sullivan. By operating directly inside the business, Ben and Nick gained not only the flexibility to scale resources most efficiently but also the discernment to curate the right talent at the right moment. That closeness meant everything was crafted with a depth of understanding that went far beyond a typical client–agency relationship.

The result is a fully integrated platform kicking off with a 60-second hero film that introduces the Wrangler and her sidekick Dusty Pete in an everyday pharmacy, leaning into the Wild West metaphor to dramatise the confusion of prescription costs before showing how GoodRx helps rein it in. The broader rollout is currently extending across cutdowns, bespoke social content, radio, and OOH — capped by a full Times Square station domination and a live appearance by The Savings Wrangler on Good Morning America.

To bring it to life, Ad-Like Objects assembled an all-star team of collaborators: director Dave Laden and hungryman on film, Parliament and Oscar-nominated Legacy Effects on VFX, Company 3 on colour, &Walsh on design and custom typography, BUTTER Music and Sound on music and Barking Owl on audio post and recording, and photographer Zachary Scott.

Notably, Ad-Like Objects doesn’t call itself an agency at all, but a studio. “‘Agency’ has become a loaded term,” said Nick. “It carries baggage that doesn’t reflect how we work. A studio felt closer to the truth: a place centered on making, transparency, and creativity, measured in outcomes, not hours.”

That ethos was also why GoodRx chose to partner with the studio. As a disruptive company reshaping how Americans access affordable prescriptions, GoodRx sought a partner equally willing to rethink how its marketing gets made. Together, they piloted a model of collaboration that was founder-led, deeply embedded, and built to deliver creative at the highest level.

“‘The Savings Wrangler is proof that this vision works,” added Ben. “We can help our clients deliver big-agency impact and scale, without the big-agency.” The studio’s very name reflects that ambition. “Every creative knows the ‘ad-like objects’ slide — the idea too bold or too weird to fit the box, but the one that made everyone’s eyes light up,” said Nick. As Ben put it, “We want to live in that space: the unignorable ideas that remind people why they got into this business in the first place. That’s what makes work worth making. And the skip button less popular.”