Phoenix begins Rise Again campaign
By Rob Bale
Phoenix, a Toronto-based company specializing in men’s health care, began a campaign called “Rise Again” during the broadcast of the Super Bowl on Feb. 11. Developed by Arrivals & Departures of Toronto, the national campaign will continue during sports programming through the year. The effort promotes the company’s erectile dysfunction treatment services. The 60-second launch commercial depicts a general in a tent being briefed on the strength of the enemy army, but remaining confident in his abilities.
“We recognized a unique opportunity to leverage the Super Bowl as a platform to elevate the brand, delivering a compelling narrative that underscores the belief that everyone deserves a remarkable comeback,” said Jeff MacEachern, chief creative officer at Arrivals & Departures.