The Viva Viagra campaign has already taken beating from critics and the general public. There’s something counter-intuitive about the premise: A bunch of guys together in a recording studio with nary a woman in sight–or to be more inclusive, there doesn’t seem to be an inkling of romance in the air.  Not to mention the two board engineers leering through the studio glass.

But the one thing no one seems to mention is the Chyron at the upper right of the screen during the ad’s first few seconds: “Nashville 1:22am.”

So let me get this straight: Not only is this bunch of guys singing together (by the way, how did they all just join in seamlessly without ever having heard the song before) about E.D., and doing so mano a mano a mano a mano…but they’re doing this at an hour when they should be home in bed!  In bed where the product being marketed is supposed to be used.

To me, the whole thing screams “loser”–not how a marketer usually wants to portray its customers.

Tags: advertising, Bob London, Branding, business, ceo, communications, marketing consultant, Messaging

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