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A new spot for Viagra takes a light-hearted look at home decor “extremists.”
The 15-second spot, part of the “Confessions” campaign from Pfizer Canada, which makes the erectile dysfunction drug, promotes the little blue pill as an antidote for couples that choose leisurely pastimes over physical intimacy.
Launched last night, the spot from Taxi Canada shows a husband confessing that redecorating was ruining their lives: Things like seasonal themes, colour palettes and Feng Shui were getting in the way. “So I tried Viagra, and my redecorating practically disappeared,” he says.
Market research found that redecorating is one activity couples partake in instead of intimacy, “so it was a natural next step forward,” said Marc Charbonneau, Pfizer Canada’s senior brand manager for Viagra.
Charbonneau said consumers like the tonality of the confessions campaign, which tends to stimulate conversation.
“We know when people have a problem, the number one place they talk about it is the bedroom,” he said. “The next place is when they’re watching TV and they’re watching one of these commercials… and that’s what triggers them to go see their doctor.” The first three spots, which launched in April, used reading, antiquing and walking as the leisure activities couples engage in instead of intimacy. The effort won a Gold Campaign Film Lion at the Cannes International Advertising Festival in June.
The TV spot is running throughout the year, with MediaCom handling the buy. Twist Image is the interactive agency.
