London, 14th July 2020 – Viagra Connect launches a new campaign, created by VMLY&R, which aims to shift the conversation around erectile problems, from a stigmatised issue long associated with a perceived lack of masculinity to a health issue which can be caused by the stresses and strains of modern life.
In a world where mental health, sexual health and menstruation are becoming more open subjects of engagement, erection problems have remained buried under a morass of shame; creating a lack of intimacy and communication that can result in the complete breakdown of the relationship.
An estimated 4.3million[1] British men report suffering from erection problems. While a study representative of the UK population[2] found that 26% of people are unable to be intimate due to them or their partner not being able to get or maintain an erection. But less than half of the men questioned (46%)[2] say they have spoken to their partner about it.
The new campaign, and its beautiful hero film, aims to equip couples to start a conversation by showing how stress, work, poor eating habits and more can get in the way and create distance in a relationship. And while it is important to be more open with these issues, it is also a reminder that Viagra Connect is there to help.
At the heart of the campaign is a personal and highly relatable modern Love Story. The 2-minute animated hero film marks a step change in communication from the brand – from control and performance to enabling conversations and intimacy.
Rob Elliott, Marketing Director at Upjohn Ltd. said: “This really is a renowned brand – one that is synonymous with the category and is steeped in cultural history. It’s immensely exciting to be at the start of a new journey with Viagra Connect. Above all it’s rewarding that in doing so we can help millions of couples deal with the challenges thrown up by life today.”
Tamryn Kerr, Creative Director at VMLY&R added: “Much beyond a little blue pill, this campaign is a complex message about modern masculinity and intimacy in relationships. I hope it will be seen alongside some of the most powerful recent advertising that has challenged and changed societal norms for the better.”
The film is a unique mix of 2D, and 3D animation directed by Zombie and produced by BlinkInk. The soundtrack is a hauntingly emotional cover of the popular song, ‘I'm Gonna Be (500 Miles)’ originally by the Proclaimers, sound designed by Factory's Antony Moore.
The campaign is supported by an integrated media plan by Wavemaker. It will run on TV, VOD, digital and social with PR support from BCW, healthcare professional support from Ogilvy, as well as shopper activities from Geometry.
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[1]Kantar TNS Omnibus Survey Dec 2010
[2] Opinium. Viagra Connect: Let’s Get Intimate survey (sample: 5,007 adults in the United Kingdom over age 18 – weighted to be nationally representative). June 2020. Survey commissioned by Upjohn.
[3] Viagra Connect Summary of Product Characteristics 2017.
Credits
Client: Viagra Connect - Upjohn
Commercial Lead: Stephen Harrison
Marketing Director: Rob Elliott
Marketing Manager: Teresa Lau
Marketing Manager: Paula Taylor
Trade Marketing Manager: Toygan Yamanel
Medical Lead: Justin Nnawuchi
Digital Marketing Lead: Paul Withers
Digital Marketing Manager: Hayley Perez
Pharmacy Business Director: Alison Dixon
Agency: VMLY&R
Chief Creative Officer: Laurent Simon
Creative Director: Tamryn Kerr
Chairman: Mark Roalfe
Chief Strategy Officer: Sophie Lewis
Strategy Director: Josh Taylor-Dadds
Strategist: Ollie Chakraverty
Senior Producer: Charlotte Davis
Global Brand Director: Nick Burstin
Senior Account Director: Siobhán Woodrow
Senior Account Manager: Karolina Dovgialo
Design Director: Chris Willis
Production: BlinkInk
Executive Producer - Bart Yates
Producer - John Woolley
Animation and Visual Effects by: Zombie Studio
Director: Paulo Garcia
Account Services: Stefanie Dias
Creative Direction: Daniel Salles, Marcelo Garcia
Producer: André Carvalho
CGI Supervisor: Rafael Segnini
Technical Director: Wallan Oliveira
Technical Supervisor: Isaac Buzzola
Storyboard and Animatic by: Saulo Brito and Gabriel São Marcos
Animation Supervisor: Patrick Botton
Lead Modeller: Mauricio Sampaio
Lead Look Development: Claudio Junior
Composition Supervisor: Leanndro Amorim and Guilherme Sarinho
Color Grading: Psycho n' Look
Sound: Factory
Sound Design, Mix and Music Arrangement: Anthony Moore
Audio Producer: Lucy Spong