Viagra Tries More Direct Approach To Get Rise Out of Men
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After relying for more than two years on metaphorical ads featuring older gents using horses to get their trucks out of the mud or figuring how to get the factory works un-clogged, Viagra is trying a more direct approach: Having a woman encourage men to get treatment for erectile dysfunction.
The new spot from BBDO, New York, breaking today shows a thirtysomething woman with a British accent and slinky dress saying: “You know what, plenty of guys have this issue.” She adds: “If ED is stopping what you started, ask your doctor about Viagra.” Then she exists the waterfront bed she’s been lying on for an Rx-advertising-standard stroll on the beach.
Pfizer has previously relied on the “Age of Knowing” campaign started by prior agency McGarryBowen, the most recent version featuring a fishing-boat captain. But the new “Looking Up” ad featuring the female pitchwoman represents a new creative direction from BBDO, which took over the account last year.
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