International Language of Viagra

Pfizer and Taxi Canada have won Gold and Silver Film Lions at Cannes International Advertising Festival for the International Language of Viagra, a brand awareness campaign. Four 15 second TV ads show Viagra users talking to friends in a park (Chuckwubble), a bowling alley (Spanglecheff), a coffee shop (Wombleminki) and a backyard (Flangerati). Despite the characters talking in gibberish it is obvious that they are talking about Viagra.

The TV spots were developed as ‘reminder ads’, sidestepping regulations that prevented Pfizer from linking the Viagra brand name with the condition of erectile dysfunction. Drugs ads on Canadian TV can mention either the brand name or the condition for which it is prescribed – but not both in the same ad. However, many Canadian viewers can see US TV commercials that name Viagra and mention the fact that it treats erectile dysfunction.

Spanglecheff

“Viagra spanglecheff”, says a man to a friend at a bowling alley.

“Spanglecheff?”, his friend asks.

“Minky Viagra noni noni boo-boo plats!”, the first man replies, with a grin that suggests he is not talking about the drug’s side effects. The ads end with the slogan, “The International Language of Viagra.”

Click on the image below to play the video in YouTube

Credits

The International Language of Viagra campaign was developed at Taxi Canada, Toronto, by executive creative director Zak Mroueh, creative director Ron Smrczek, copywriter Michael Murray, art director Jason Hill, agency producer Jennifer Mete, account supervisors Michelle Prowse and Rob Feightner.

Pfizer’s advertising supervisors were Patrick Van Der Loo and Marc Charbonneau.

Filming was directed by Eric Lynne via Radke Film Group, Toronto, and Partizan, Los Angeles, with producers Mirianna DiQuinzio and Bridget Blake-Wilson, director of photography Stefan Czapsky, editor Brian Wells, sound design and arrangement by Tom Goudie.

Post production was done at School Editing, by compositor/online editor Rodney Dowd, colourist Bill Ferwerda at Notch. Audio Post production was done at Pirate Radio & TV.

Media planner at Le Group TMC was Richard Giguere.