Taxi's challenge for Viagra was to rise above the late night talk show jokes that compound the stigma around erectile dysfunction and Viagra. Working within the confines of government regulations, they produced one of the year's most popular commercials. "Good Morning" showed an affable, energetic everyman character bounding out of his house with a smile on his face and a spring in his step. Without uttering a word, his attitude and actions clearly communicated he was having a good morning - because he'd had a good night. More importantly, thanks in part to these ads, the percentage of sufferers who reported talking to their doctors about erectile dysfunction increased by 19% over the past year, which led to increased sales of Viagra.

Good Morning

Billboard