When it comes to ED, men want to know that they cannot just get, but they can also keep an erection. Losing an erection during sex is not only frustrating, but also takes a toll on them and their relationships.

To deliver upon our campaign objective and create a disruption in the category, Pfizer took a new and bold approach. Following more than a decade of launching memorable Viagra campaigns that include men, for the first time ever, the brand features a woman who is seen as unexpected and arresting. This approach helps to put men with ED at ease, informs them they are not alone, and reminds them that ED is a treatable medical condition.

The initial TV ad launched in September 2014. A total of four TV executions and two print executions have launched to date. The ads air on national broadcast and cable networks during programs that historically have greater than 90 percent adult viewership.