Did anyone see the new TV spots for Viagra, featuring a couple of people talking gibberish with the word ‘Viagra’ intermittently inserted into their conversation? The ads are currently playing in Canada only, but Alex Brenson of the NY Times caught one and commented on it.
[youtube=http://www.youtube.com/v/ExQKZKnk6rA]
The made up language is more than simply a creative brainstorm by the Toronto Agency ‘Taxi‘. In Canada and the US, pharmaceutical companies can avoid mentioning side effects in their advertisements as long as the commercial has no mention of what the drug actually does. These ads are referred to as ‘Reminder ads’. Pfizer has been able to get around this issue with a number of campaigns that rely on the fact that users of Viagra already know what it’s for, and so Pfizer can get around the advertising rules by making up a gibberish language that insinuates what the two mid-aged characters are speaking of, but not really say it out loud.
Similar constraints affect the marketing of Viagra in the Middle East, albeit largely cultural. Take a look at the campaign below from JWT‘s Kuwait office. (Click the image below to enlarge).
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Nice article. It just goes to show that the Canadians are becoming the
RJF
I can’t skinkle to granwnick how pringtootlin I find those wharskiptic commercials. Orktingy they come on I worlhit channels. Twunkgle Twoups for the remote!
John
Your international viagra language SUCKS! Very boring! Based on your commercial I would not use your product, I would look for an alternative.
John
But obviously I suck more. I cannot see humor in everyday things such as this advertisement.
The WANG
You should consider putting forth a syllabus which defines the speak
aaron
Those Viagra commercials are Hilarious…. Brilliant advertising!!!
Franny
You guys may like this video, it’s a take off on the Viagra bowling men:
http://www.youtube.com/watch?v=oRboyRIxQHY
Pretty funny if you ask me.
Reflectionzz
I also picked up these commercials and wrote something about it on my blog.
But I ‘m not a real fan of the ads. I think they’re pretty stupid :p But of course it’s a clever way to get around the advertising rule
Peter Jones
Thanks, great post!