CIALIS
Helping people get their best friends back.
the problem
How do you turn dysfunction into liberation?
Yep, that picture is exactly what you think it is. And why I love my job. Because this is the genisis of a concept for the UK launch of Cialis.
What they were looking for was brave, original and (most importantly), playful thinking. A dream brief.
I guess they liked where we got to, because we won. And it all started with that drawing.
Sexuality is like a companion you take with you wherever you go. Think of it like your buddy—your best friend. Losing it would be devastating. And for people with penises, that’s exactly how it feels to have ED.
So we came up with a campaign that let us talk about sex in a way that threw taboo off the table by celebrating how it would feel, not to lose something you love, but to find it again. Because with Cialis, you can get your best friend back whenever you want. And what a lovely thought that is.
Nice idea. But… well, there are limits. So we took the thought and abstracted it a step further.
After that, it became pretty easy to imagine a world where people’s sexualities were little companions – buddies; best friends. It felt iconic, playful, and most importantly, it answered the brief.
It was probably never going to run. But it showed Cialis how we think, and it won us one of the most coveted clients in the country. I never stopped pushing for iconic work for the brand after that. I’ll leave you with a few examples from when they asked us what spearheading a sexual revolution would look like…
