Cannes Lions

CIALIS ERECTILE DYSFUNCTION MEDICATION

GREY CANADA, Toronto / ELI LILLY / 2010

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Description

In Canada, the highly regulated pharmaceutical laws dictate that Erectile Dysfunction drugs such as Cialis are prohibited from mentioning what the drug is for, or how it works.The efficacy of Cialis as an ‘around-the-clock’ 36-hour male Erectile Dysfunction medication is the impetus for satisfied female partners everywhere, to create a musical ode that celebrates her favorite time of day to have sex. (“To play” being the euphemism for “to have sex”)The 3 commercials “An Ode to Mornings” “An Ode to Afternoons” and “An Ode to Evenings” were aired in sequence on the same channel(s) to help emphasize the ‘around the clock’ promise, and to create a ‘campaign effect'.

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