The One Show
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Category
Film
Annual ID
OS24_PH028M
About the Work
Everyone loves a comeback. We wanted to let the 75% of men experiencing erectile dysfunction, but unwilling to seek treatment from a physician, that their own was within reach. To reinforce to them that a return to form in that area of their lives often comes with a boost in confidence across so many others. However, ED is not something most men will talk about – see the above 75%. In fact, some studies have shown that many men would choose divorce over a discussion of the topic with their partner.
So, our challenge was to broach the subject with men in a way they would pay attention to. We did that with a classic comeback story. And by classic, we mean early 1800s, European battlefield. Armed with humour - and explosions - to ease their discomfort, we used the parable of a general outmanned, outgunned, but not out yet, to dramatize the benefits of Phoenix’s telehealth services. His grit and defiance in the face of danger as equally masculine as his willingness to divulge the use of Phoenix’s discretion and convenience with his troops.
The cinematic visuals, the captivating score, the comedic dialogue, all crafted to not just keep men’s attention for sixty whole seconds, but also to keep them thinking and, hopefully, talking after the fact.
Did it work? As of this writing it is still early days; the spot debuted in Canada during the Super Bowl XLVIII broadcast. However, if the 9900% increase in site traffic within the first 24hrs is any indication, then the Chiefs OT win will not be the only comeback story to be told from that night.
So, our challenge was to broach the subject with men in a way they would pay attention to. We did that with a classic comeback story. And by classic, we mean early 1800s, European battlefield. Armed with humour - and explosions - to ease their discomfort, we used the parable of a general outmanned, outgunned, but not out yet, to dramatize the benefits of Phoenix’s telehealth services. His grit and defiance in the face of danger as equally masculine as his willingness to divulge the use of Phoenix’s discretion and convenience with his troops.
The cinematic visuals, the captivating score, the comedic dialogue, all crafted to not just keep men’s attention for sixty whole seconds, but also to keep them thinking and, hopefully, talking after the fact.
Did it work? As of this writing it is still early days; the spot debuted in Canada during the Super Bowl XLVIII broadcast. However, if the 9900% increase in site traffic within the first 24hrs is any indication, then the Chiefs OT win will not be the only comeback story to be told from that night.
2024 Awards
Total Points: 3
Merit
Credits
Agency
Arrivals + Departures / Toronto
Client / Brand
Phoenix / Toronto, ON
Production Company
FRANK Content Inc.
Chief Creative Officer
Jeff MacEachern
Director
Rodrigo Garcia Saiz
Director of Photography
Tudor Panduru
Editor
Leo Zaharatos
Executive Producer
Danielle Kappy
Sound Designer
Nolan Peake
Agency Producer
Brie Gowans
Art Director & Creative Director
Anton Ratinsky
Senior Strategist
Hilary Taylor
Writer & Creative Director
Jeff Collin
Audio & Music
Circonflex
Colourist
Wade Odlum
Creative Direction
Paul-Étienne Côté Côté
Tim White
Group Business Lead
Marty McClorey
Head of Planning
Denika Angelone
Online
Dan Mccarthy
Original Score
Olivier Girard
Senior Media Strategist
Anne Beadle
Sound engineer
Sydney Galbraith
Transfer
Alter Ego
Vice President Media
Jennifer Sutherland
Vice President, Production
Chantel Brinkman
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