In Bed
Issue 13 | December 2009
Agency
Profero
Creative Team
Creative Director: Matt Powell, Lead Creative and Copywriter: Jaime McLennan, Copywriter: Alastair Mills, Junior Creative: Ross Taylor
Other Credits
Technical support: Clive Murray, Martin Gregory, Production Company: Aardman Animation, Animator: Sam Morrison, Producer: John Woolley
Date
October 2009
Background
The challenge within the traditionally conservative sector of pharma marketing was to try to talk to men aged 40+ about a subject they don’t want to hear about -
erectile dysfunction. The fact is, almost all men will experience the problem at some point in their lives. Yet it is important that they know they are not alone and that the condition is easily treated. All it takes is a short visit to the doctor.
Idea
Together with Aardman Animations, Profero created a character called Dennis, whose role was not only to help open a light-hearted window onto a serious subject but also to provide a personality around whom the target audience can empathise and connect.
A series of 8 short 30-second films were created, dramatising “one man’s journey from droop to Don Juan”. Each film deals with a different chapter in his life, from the realisation that he is suffering from erectile dysfunction to the strains that this puts on his private life and, ultimately, the steps he takes to a reach a solution and restore his confidence.
In addition, there is also an interview with the world renowned and celebrated sexual relationship advisor, Dr. Ruth, who contributed independently to the campaign.
In conclusion, someone “leaked” a tape onto the internet revealing Dennis’s “full recovery”.
By putting the animations online, there was an increase in the number of links to the website, which, in turn, pushed it further up the search rankings.
The films are all on YouTube as well as at www.in-bed.info
Results
The campaign has only just launched.
Our Thoughts
This is an interesting example of a brand choosing online as its preferred medium rather than TV or print – because it’s more personal.
It’s a brand with a few difficulties as well, not the least being the big blue monster that dominates this market – Viagra.
To position Levitra in such a way as to differentiate it from Viagra’s ‘Shagging made easy’ approach was not going to be easy but I think they’ve done it. There is a very distinct tone of voice here, which is both companionable and reassuring.
The Dr. Ruth interview is classic.