VIAGRA: TV
THE CHALLENGE
Viagra was losing market share to Cialis. Research showed that even confident, decisive men who tackled problems head-on often clammed up when it came to discussing ED with their doctors.
THE SOLUTION
As part of an integrated TV, print, and digital campaign, I concepted and wrote this spot about a factory owner who stays late to singlhandedly fix a massive piece of machinery. The idea: even a guy who can solve almost any problem sometimes needs to ask for help.
A distinctive Viagra-blue palette and classic blues soundtrack gave the campaign a memorable identity while navigating strict pharmaceutical regulations.
THE IMPACT
The campaign gave Viagra a distinctive voice and helped regain significant market share from Cialis.
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