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Pfizer Canada breaks new Viagra campaign

Pfizer Canada has begun a new national advertising campaign called "Confessions" for its erectile dysfunction product Viagra. The campaign, developed by Taxi of Toronto, consists of a series of 15-second television commercials. The creative depicts the product as an antidote to "addictions" such as antiquing, strolling and watching sports. "Confessions builds on the strength of our previous campaigns and refreshes the message in an insightful and humorous way," said Marc Charbonneau of Taxi. "Research shows that a lot of men are still uncomfortable discussing Viagra. We hope our new series of TV messages will encourage Canadian men and couples who are curious about Viagra to feel comfortable enough to ask their health care professionals about any questions they might have."

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