Viagra Combat in Canada

Pfizer Canada presents Viagra Combat, a series of three 15 second television commercials for Viagra. When couples stop having sex, they start filling that void with other activities. And while couple activities like antiquing, strolling, reading and watching sports seem harmless at first, they can end up taking over couples’ lives. Viagra helps them get back to just having sex again, without ever mentioning sex. The campaign won a Gold Film Lion at Cannes International Advertising Festival 2009.

Viagra Antiquing couple


The campaign used outdoor and print advertisements to raise awareness of these sex replacement activities. The television spots shared stories of couples who took their activities too far. With the help of Viagra, they were able to find their way back to the bedroom. Follow-up commercials asked couples if they too suffer from chronic activities.

Click on the image below to play the Antiquing video in YouTube (HD)

Click on the image below to play the Reading video in YouTube (HD)

Click on the image below to play the Redecorating video in YouTube (HD)

Viagra Antiquing ad

Viagra Strolling ad

Viagra Antiquing ad

Credits

The Combat campaign was developed at Taxi Canada, Toronto, by chief creative officer Steve Mykolyn, executive creative director Darren Clarke, art directors/copywriters Nathan Monteith and Stefan Wegner, French copywriter Emilie Larocque, executive director, broadcast and interactive production Cynthia Heyd, and agency producer Eugene Marchio.

Filming was shot by The Perlorian Brothers via Soft Citizen, Toronto and Furlined, Los Angeles, with director of photography Marten Tedin, executive producers Eva Prefer and Link York (Soft Citizen) and Diane McArter and David Thorne (Furlined), head of production Rob Burns, producer Scott Craig.

Editor was Brian Wells at School Editing with executive producer Sarah Brooks and assistant editor Mark Lutterman, compositors Rodney Dowd and Paul Binney. Colorist was Eric Whipp at Alter Ego Post.

Music was produced by Clive Desmond at Silent Joe.