Pfizer Canada has launched a television and online advertising campaign based on the idea that men who use Viagra sometimes unexpectedly bail out of planned activities with their male friends.
The “Apologies” campaign includes two television spots developed by Taxi, the agency that has represented Viagra since its Canadian launch. In one spot, three golfers look on dejectedly at an unusual playing partner who has replaced their friend in the foursome while a narrator explains that “Murray had to bow out this morning.” The ad closes with a shot of “Murray,” his wife in the background, looking directly at the camera and saying, “Sorry, guys.”
The spots are available in both English and French, with Mediacom handling the full national buy.
Heather Bisset, manager, corporate communications for Pfizer Canada, said the new spots continue Viagra’s long-standing tradition of humorous advertising.
“We use humour as an icebreaker and we find that it’s a great way to initiate patient and physician dialogue around Viagra and around intimacy,” said Bisset. “(The campaign) takes a lighthearted look at what men are doing to communicate with their social circle around how Viagra fits into their lives.”
Bisset said the English and French ads employ the same concept, although the French translations were filmed with Quebec-based actors.
The spots began airing on television on Monday, but were made available last week on the Viagra.ca website.
“People like to share stories about Viagra and share the humour with their social circle,” said Bisset. “By doing this we’re giving people a sneak preview and easy access to the ads to share them and get those conversations going.”
The campaign, which also includes online creative, is the first for the erectile dysfunction drug since its award–winning “Confessions” initiative launched two years ago.
