Viagra turns intimacy into art via new print campaign from Ogilvy Shanghai

In China, where pharmaceutical advertising is strictly regulated and sex remains a sensitive topic, promoting Viagra required a delicate yet compelling approach. So Ogilvy Shanghai turned intimacy into art – a medium that transcends restrictions while sparking conversation. Viagra collaborated with a renowned artist, and invited three real couples to reflect on their experiences with fading passion and intimacy challenges.

Through candid conversations with the three couples, they confronted the reality of how long it had been since they last connected. Then, left alone with a camera, their moments of closeness enhanced by Viagra were captured through time-lapse photography – turning fleeting interactions into long lasting expressions of love.

A week later, the couples were invited to a private gallery to view their photography, reliving their emotions through art. Their stories and photographs were then released online on Chinese Valentine’s Day, driving organic discussions about intimacy while staying fully compliant with advertising regulations. By leveraging art, real human stories, and cultural sensitivity, Viagra didn’t just sell performance – it rekindled desire in a way that felt authentic, emotional, and memorable.

Credits
Client: Viagra
Title: Make Love Last – The Bedroom, The Hotel Room, The Lounge Room
Agency: Ogilvy Shanghai
Production Company: Shooting Gallery Asia, Boxcutter Limited, Auckland
Chief Creative Officer: Reed Collins
Chief Creative Officer: Liz Taylor
Group Executive Creative Director: Wei Fei
Creative Director: Jimmy Wang
Creative Group Head: Eve Liu
Senior Art Director: Jaye Wu
Associate Creative Director: Tongfei Li
Chief Strategy Officer: Cynthia Zhu
Print Producer: Kelly Yang
Photographer: Lavender Chang
Executive Producer: Star Hu
Executive Producer: Mia Fang