“Make Love Last” by Viatris in China

Viatris is a pharmaceutical product for erectile dysfunction in China, a brand name commonly known as Viagra in many other parts of the world.

Regulations surrounding pharma marketing directly to consumers are pretty strict in China (and in many other countries as well), so the team at Viatris had to get creative about how to connect with couples on this very sensitive and personal topic.

The team created a campaign where they asked four couples to film themselves being intimate for four hours, which is the longevity claim of the product. The production crew then used advanced effects to shadow and speed up the film to create a unique look and feel to give a sense of the intimacy while maintaining privacy.

It’s beautiful and brilliant. I’ve never seen anything like it.

The campaign is unbranded and without any kind of a claim or category reference, but it’s all very apparent in the closing slate: Make Love Last (with the small diamond pill). Aside from the technique, there in lies the brilliance as well.

Here’s one of the executions:

So beautifully done. Such artistry and such respect yet also conveying the message.

The campaign won two awards at the Cannes Lions Festival of Creativity this year: a Grand Prix in Pharma and a Bronze in Craft. Well deserved.

A real breakthrough in how to breakthrough.

What’s your experience? JIM