Viagra Connect 'Love story' by VMLY&R

A two-minute animated film marks a change in tone for the brand, which previously connected erectile problems to control and performance. The latest work takes a more emotional perspective, portraying the struggle as a common health issue that can be caused by the stresses of modern life. It follows one couple as they grow increasingly distant and struggle to maintain their sex life while juggling work demands and the distractions of technology. In the end, they put aside their phones, job pressures and anxiety to connect.

Viagra Connect said it wants to erase stigma and start an open conversation about erectile issues. While erectile dysfunction has historically been associated with a lack of masculinity, the campaign shows how factors including stress, work and poor eating habits can trigger the issue and cause barriers in relationships.