‘Oops!’ Cialis did it again

Toronto's Eli Lilly Canada gets men talking about Cialis by using a 'missing' couple.

Eli Lilly Canada is building on its successful ‘Oops’ campaign with a new effort for Cialis. While staying within the limits of pharmaceutical advertising and true to the brand, ‘Missing’ includes light-hearted OOH and TV elements with creative by Grey Canada in Toronto and media buys handled by OMD, also in Toronto.

Outdoor posters and billboards, along with posters in restaurants and doctors’ offices featuring ’127 missed messages’ and ‘the overcooked turkey,’ have been placed in Montreal, Toronto, Vancouver, Edmonton and Calgary until the end of the month.

The 30-sec TV spots show a search for a presumed ‘missing’ couple in the style of breaking news stories. They later turn up unharmed, suggesting a sudden and prolonged Cialis-induced interlude. In English and French, the spots are airing nationally until the end of 2008, along with the ‘Oops’ spot.