Canadian men’s health start-up Phoenix launched its inaugural national ad campaign on the biggest marketing stage of the year at Sunday’s Super Bowl.

Debuting during the Canadian broadcast of Super Bowl LVIII, the 60-second spot is titled “Multiple Positions” and was developed by Arrivals + Departures. The creative features a group of soldiers who are outnumbered and low on supplies, before their General’s confidence is able to lead them forward thanks to medication he received through Phoenix.

“The creative approach for this campaign was crafted to align with Phoenix’s core message of empowerment,” Arrivals + Departures CCO Jeff MacEachern says of the men’s health start-up digital clinic that launched in 2020 and which connects physicians and patients. 

“It was important to develop a story that draws parallels between overcoming obstacles in life and the confidence boost that Phoenix provides through its men’s health services, all while having some fun with the work.”

Rather than focus on its platform’s functional benefits, like other telehealth sector brands, the new campaign highlight’s Phoenix’s work to help men rekindle their confidence. MacEachern says the message the campaign wants to send is that Phoenix can be a catalyst for men to take control of their health, adding that the ad’s cinematic and unconventional narrative would emphasize the theme of resilience.

“Instead of merely highlighting the features of our telehealth platform, we chose to tell a story that entertains, with Phoenix playing a key role in the story,” MacEachern says.

Arrivals + Departures’ media division handled the TV buy, while Phoenix’s in-house media team oversaw performance marketing and social amplification.

The spot will appear in marquee sports programming throughout the year.