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VIAGRA

Viagra is a bit of a "nudge nudge, wink wink" product. In an effort to lessen the impact of bad jokes on late night TV, Taxi had to turn Pfizer's most famous product into a likable brand that men would feel good about. The agency's first effort, the popular "Good Morning" spot, gave viewers a glimpse of one man's experience with Viagra. This year, Taxi followed this up with a message that took an even broader view, but maintained the same lighthearted tone.

Queen's classic anthem, "We are the Champions," is an iconic song for the target group and speaks volumes about the transformative impact Viagra has on men with erectile difficulties. The men's willingness to celebrate their feelings openly sends a message that using Viagra is nothing to hide.

Television

Champions	Shoulder
Hero	Briefcase