XIAFLEX

Most people are familiar with the “Bent Carrot” campaign for Xiaflex that features a crooked taproot to represent the curved penis of Peyronie’s disease. But TV ads can get burned out. So why not create a new campaign that focusses on the way men communicate with one another. In other words, our guys are problem solvers who’ve “got somebody” for just about any situation, including Peyronie’s. So we created this unbranded spot.

But awareness advertising can only go so far. How can you spark action and get the 1 in 10 men who suffer from the disease to rise above their embarrassment and get treated with Xiaflex at a urologist? The answer is easy. Normalize the conversation by putting real patients in a pool hall and turn on the cameras. Why? Because providing men with a safe space and an activity to take their minds off their condition gives you real reactions that normal testimonials can not deliver. These videos were posted on the Xiaflex website, in social media, banner ads and YouTube pre-roll.