Viagra

Taxi’s sixth campaign for the ED brand needed to continue to position the product in a way that was approachable for the target while meeting Canadian regulations governing the way prescription products are advertised on TV. The result was “Gibberish.”

Given the brand’s almost iconic status, Taxi decided to create an entirely new language for it, calling it “The Universal Language of Viagra.”

In each of the four executions, set at a park, a bowling alley, a coffee shop and a backyard barbeque, viewers overhear a conversation (in a made-up dialect) between two friends. Their facial expressions and body language convey everything they are thinking and saying (wink, wink).

Seems everyone got it. Aided awareness for the brand is 80%, and tracking determined that while the campaign was on the air, the incidence of ED sufferers consulting their doctors reached its highest peak ever.

“Gibberish” has also garnered considerable media attention and hardware: the campaign was mentioned in articles in The New York Times and The Guardian and won two Lions – Gold and Silver – at Cannes.