Our target was low income end consumers to use the viagra like male enhancer.

Sad, but true, SEX is a taboo topic in the middle east, especially for our low income target. We needed to insinuate sex without a direct reference, to be allowed to air the ad on TV.

Please note that the ad was aired on all the communicated channels during political transitional phases, while the constitution was put on hold. The legal way was not to communicate the brand name directly , so we invented a nickname for the product “ the golden box” to be allowed on TV.

Sex has a universally agreed upon importance. A man whose wife doesn't respect this, is very likely to be anything but a lion in the bedroom or in her eyes. We used a women's perspective to entice men to become the lions they once were.