We had to show objects that would reflect male potency and explain the effect of Viagra while conveying it in a light manner, hence the usage of the handbrake.

The giveaways have just been distributed to the off-trade and it is still too early to gather any sort of qualitative information.However the fact that the campaign was approved by the Saudi Board of Censorship, marks a great accomplishment in finally accepting the portrayal of a product such as Viagra to the masses.