| Trama | For decades men were told that erection problems are something to be ashamed of. We needed to help them see that this was not a failure of their masculinity, but rather a symptom of modern life.In a category that always tells a performance story, often with unrealistic depictions of couples celebrating, we chose to tell a love story. Relatable and honest, showing how life can get in the way for many of us but clearly pointing the finger at the real culprits; stress, diet and tiredness.We challenged the thinking about erection medication only enabling the physical act of sex, an emotionless transaction. Instead we reframed getting treatment as being about the emotional act of love, making partners part of the conversation and the solution.‘Love Story’ was Viagra’s most successful campaign to date with over 5M views online and over 4.5 million impressions, all in one of the most highly regulated markets. |