The target consists of men in healthy, stable, committed relationships with their partners. This target is proactive in addressing his problem and will maintain an open dialogue with his partner about seeking treatment.

Creating direct-to-consumer ads for prescription drugs in Canada is no simple task. The category is highly regulated by Health Canada and prohibits brands from mentioning what the drug is used for and the product’s benefit as well. This regulatory environment is in stark contrast to most advertising categories.

Cialis is an erectile dysfunction medication that you take every day. It lasts a full 36 hours, which means you'll be having a lot more sex.

In this ad a mother negotiates a later curfew for her son, much to his confusion. He doesn't realize she’s doing it so she can have more time to have sex with her husband.