Viagra says it’s sorry

A new campaign from the Pfizer brand admits that it's responsible for guys cancelling on their buddies at the last minute.

Viagra is sending its apologies out to jilted buddies everywhere. The Pfizer brand’s new campaign has the little blue pill taking full responsibility for guys abandoning their friends at the last minute.

Developed by long-time creative partner Taxi, the national campaign is centred on two contrite TV commercials, which will air predominantly during prime-time programming, sports and news. The first features Murray, a gentleman who apologizes to his friends for suddenly bailing on their golf game, leaving them to play with a less-than-desirable substitute. An exasperated portager is the star of the second. He has to fly solo on a canoe trip because his buddy fails to show up. Online ads will also be a part of the media mix. Mediacom handled the buy.

Despite the new creative, the brand’s strategy remains the same as it’s been for years, says Heather Bisset, corporate communications, Pfizer: humour.

‘Our ads are developed to help men and couples take that big step of talking openly about Viagra,’ says Bisset. ‘Viagra advertising acts like an icebreaker to make conversations between couples and men and their doctors a little easier.’

Pfizer offered Canadians a preview of the ads on Viagra.ca to create some buzz prior to their TV launch.

‘The advertising features on Viagra.ca are one of the most popular and visited on the site,’ says Bisset. ‘People like to share Viagra stories and humour.’