Lilly Icos begins Cialis campaign
By Adnews Staff
Pharmaceutical firm Lilly Icos began a direct-to-consumer television campaign yesterday to raise awareness of its erectile dysfunction drug Cialis. The first 30-second commercial, produced in English and French, shoes a taxi driver waiting for his fare to arrive. When the man finally arrives, he gives the driver an embarrassed excuse as to why he is late. The brand's logo appears and a voiceover says, "Cialis. Ask your doctor if Cialis is right for you." A second execution will be released later in the campaign. "Our intent was to develop an effective Canadian campaign that encourages men to initiate dialogue about Cialis with their doctors in a manner that respects applicable Canadian regulations governing pharmaceutical advertising," said Brandon Jabour, vice-president of marketing at Eli Lilly Canada. The campaign was produced by Grey Worldwide of Toronto.