Getting a “rise” from Cialis

Over the past month or so, Cialis has been airing a couple of new advertisements on Canadian television. Canadian advertising standards prevent Cialis and other similar companies from directly stating what their product does. So Cialis has to imply their product’s effects through their visuals.

In Cialis’ previous campaigns, the main characters are married, however there seems to be no mention of them having any children. There were a couple of advertisements that were quite prominent on Canadian television in the past. One with a younger couple scrambling around the house to turn off faucets, turn off ovens and other household mishaps that are a result of Cialis’ effects. The other shows an older couple showing up late to an opera, and then “Cialis” is flashed across the screen. Obviously these ads were targeted at couples who do not have kids yet, or older couples who’s children have already moved out are are now in the “reconnecting” stage.

In Cialis’ recent ads, they have included children into the equation. The new commercials focus on parents who still have younger or teenaged children. They demonstrate that parents can still have their fun even while their kids are at home. Although it is not explicitly stated or demonstrated, it is easy to understand the implied meaning if you know what Cialis actually is.

Here are a couple of examples from Cialis’ current campaign:

I found these commercials to be quite funny and made me chuckle a little bit. They are ambiguous enough so that children won’t be able to understand the commercial, yet they are still able to get their message across to their target audience. This allows the commercials to be shown during all times of day, so that they can still show these ads at times when children may be watching.

I like the fact that Cialis never takes themselves too seriously, as they always tend to make their ads humorous. The only thing that I would try to improve on is the fact that the commercials can be so vague that the audience may not understand the message. If an uninformed audience were to watch the commercials they would be so confused that they would have no idea what Cialis actually does.

I think that Cialis would have a more successful campaign and would reach their target market more effectively if they were a little more direct and obvious with their message. I realize that their one of their main competitors, Viagra, are releasing ads that are ambiguous as well, but it doesn’t mean that Cialis has to as well.

Cheers

-A.K

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