Rugiet rises to the occasion

Puns and innuendos are all too easy when writing about erectile dysfunction (hence the above), but while commercials for ED treatment are usually sincere and almost embarrassed about their own product, Rugiet has taken a different approach.

Created by the brand's newly formed in-house agency and directed by O Positive's Brian Billow, Second Half Rally is a two-minute spot which embraces innuendo, using a halftime locker-room speech as a metaphor for ED. 

Packed with humorous puns and clever lines - "You were soft out there!" and "I learned about these meds that boost blood flow below your line of scrimmage" - the spot is a welcome antidote to the more shy and saccharine spots in this category we're used to seeing, with its tagline of 'Play Hard' a perfect encapsulation of the campaign. Let's just hope future spots measure up to expectation (sorry!).  

“Everybody’s got an ED med, but the advertising is either incredibly sleepy or extremely suspect,” said Andrew Fatato, VP, Brand & Creative at Rugiet. “Rugiet’s meds aren’t like anything else on the market, so we’re building a brand, and making advertising, that isn’t either.”

“This first ad sets the tone for us," added Mike Apostal, CEO at Rugiet. "We’re not here to whisper about men’s health in hushed tones. We’re building a bold, creative men’s health company that speaks to men with honesty, confidence and a sense of humour.”