Canadian men’s health start-up Phoenix Digital Health was back at the Super Bowl lending a dash of humor to a clinical category. The hero spot tackles uncomfortable subjects like male pattern baldness, being overweight and erectile dysfunction, all while touting the service’s commitment to discreet delivery. It ladders back to the telehealth company’s ease and accessibility-first mandate.

Jeff MacEachern, chief creative officer at agency partner Arrivals + Departures (A+D), tells strategy the spot “focused on scenarios where the confidence of the men in these moments would contradict the stereotypical challenges they’re facing. And the Super Bowl is the perfect moment to connect with men looking to take control of a variety of health concerns.”

A+D partner and president Mike Bevacqua adds that while the men’s health category has traditionally been clinical, its approach to using humour allows the brand to stand out and connect with men in a way that feels fresh and modern. “These are real health issues that guys deal with every day, and by using humour strategically, we make it easier for them to engage with Phoenix and take action,” he tells strategy. “It’s not about making light of the issues but about making conversations around them more approachable.”

The campaign consists of a 30-second TV ad, which debuted during the Super Bowl LIX broadcast. It will be complemented by a series of 15-second ads – each dedicated to one of Phoenix’s services – two of which aired during the game. The campaign will be strategically rotated across major sports programming throughout the year, ensuring consistent reach and resonance with audiences nationwide.

Last year’s creative, the first national Super Bowl ad work for Phoenix, featured a group of what appeared to be Napoleonic-era soldiers outnumbered and low on supplies before their general’s confidence is restored thanks to medication he receives through the brand.

“It was very well received, both with consumers and the Phoenix organization,” Bevacqua says. “It was the splash the brand was looking for to generate awareness and express that the momentum and growth the brand was experiencing was real.”

According to Bevacqua, the spot “absolutely moved the needle for the brand,” which saw a massive surge in traffic within the first 24 hours, and the momentum has continued ever since.”