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Healthcare giant Pfizer has unveiled a playful and cheesy spot, showing how its Viagra Connect drug moves one man to dance after getting his love life back on track. 

Promotions for medicines to treat erectile dysfunction are usually confined to the inbox spam folder, but the creative is set to be shown on Channel 4 on Thursday night (24 May) – marking the first time a spot for the drug has aired on UK terrestrial TV. 

However, Pfizer says around 21% of men in the UK, or around 4.3 million, suffer from the problem. A further 44% have no sought medical help.

At first unassuming, the ad is scored by Steve Harley & Cockney Rebel's 1975 track Come Up and See Me (Make Me Smile). It shows a jubilant middle-aged man breaking into a dance with his partner after "reconnecting" with her. 

The spot was created by Y&R London and directed by the award-winning Siri Bunford.

Aurore Bourdeau, senior brand manager for the Viagra Connect brand at Pfizer Consumer Healthcare, said: “The television ad for Viagra Connect is a UK first. It is the first time this product has appeared on our screens and the first time any advertising for a medicine to treat the symptoms of erectile dysfunction has been shown.

"We hope that the ad will help to normalise erectile dysfunction and encourage men to seek advice and solutions.” 

Y&R London: Viagra Connect 'Come Up and See Me'

Agency: Y&R London
Client: Viagra Connect
Date: May 2018

Pfizer Consumer Healthcare has released an ad to promote its Viagra Connect product. Created by Y&R London, the advert will first air on national terrestrial TV on Thursday, 24 May, on Channel 4 at 11:15pm. The airing marks the first time that an advert for a medicine to treat the symptoms of erectile dysfunction will be broadcast on British television. 

Approximately 21% of men in the UK suffer from erectile dysfunction, which is equivalent to an estimated 4.3 million men in the UK. Despite the high prevalence, 44% of men with erectile dysfunction aged 40 and over have not sought medical help.

The ad tells the story of a man who is moved to dance after getting his love life back on track. This is a story of a couple reconnecting as much as it is about his new-found sense of vitality, and his wife joins him in his dance. It is set to the joyful, uplifting track Make me Smile (Come Up and See Me)’ by Steve Harley.

Credits:
 

Agency: Y&R London
Chief Creative Officer: Jon Burley
Creative Director: Jim Bolton
Creatives: Josh Pearce, Sean Johnson
Executive Producer: Quiche Campbell
Production Assistant: Emily Brownlow 
Business Director: Ben Van der Gucht 
Account Director: Marta Jales 
Account Executive: Karolina Dovgialo 
Production Company: Knucklehead
Prod company producer: Matthew Brown
Director: Siri Bunford
DoP: Alex Barber
Sound: Wave, Dugal Macdiarmid
Post production: MPC, Amy Richardson 
Edit: Xavier Perkins, Studio X
Music: Dan Neale, Native  
 
 

Tags: UK, Viagra
 
 
 
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