Erectile Dysfunction Medication Ads

Phoenix, a pioneering Canadian men’s health start-up, launched its first national ad campaign during the Canadian Super Bowl telecast on Feb. 11, 2024. Developed by Arrivals + Departures, the advertisement subtly champions Phoenix's erectile dysfunction medication through an inspiring comeback narrative. Founded by Kevin Bache and Gavin Thompson in 2020, Phoenix addresses the challenges of healthcare delivery in Canada by facilitating a direct link between men, physicians, and effective treatments via its telehealth platform, Phoenix.ca.

The campaign's focal point, a 60-second spot titled "Multiple Positions," employs a cinematic approach, setting the scene on a historic battlefield. It cleverly intertwines the theme of overcoming adversity with the product's benefits, showcasing a general’s newfound confidence from discreetly using Phoenix's ED medication, humorously suggesting his readiness for "multiple campaigns" with necessary breaks.

This creative strategy marks a significant shift from the conventional telehealth advertising, focusing instead on rejuvenating men's confidence. Arrivals + Departures aimed to utilize the Super Bowl's wide audience to present Phoenix as a catalyst for personal resurgence. Beyond the Super Bowl, the ad will feature in key sports programming, with Arrivals + Departures managing the TV buy and Phoenix handling performance marketing and social outreach, ensuring widespread visibility for this unique campaign.