Multiple Positions

Phoenix Wants to Help Canadian Men ‘Rise Again’

New work from Arrivals + Departures discreetly promotes the telehealth company’s erectile dysfunction medication with a rousing comeback story

Everyone loves a good comeback story, and Canadian men’s health start-up Phoenix discretely and cinematically delivers one that doesn’t disappoint in its inaugural national ad campaign. Created by Arrivals + Departures, the campaign debuted during the Canadian Super Bowl telecast on Feb. 11.

Launched by Kevin Bache and Gavin Thompson in 2020, in response to their frustration over the state of healthcare delivery in Canada, Phoenix is a telehealth company catering specifically to men. It empowers them to take control of their own health by providing a seamless connection between physicians and patients through its user-friendly platform, Phoenix.ca.

The company enlisted Arrivals + Departures to accelerate its growth plans with a distinctive brand campaign, and the agency turned to the year’s biggest TV event to make a true impact on the national stage.

Taking place on a historic battlefield, the cinematic 60-spot “Multiple Positions” opens on a group of soldiers gathering in a general’s tent. He informs them that they’re surrounded, outnumbered, and low on supplies.

All hope is seemingly lost, except the general has been conveniently and discreetly receiving leading ED (erectile dysfunction) medication from Phoenix. “With a healthy erection, I feel like I can do anything again,” he tells his men. That’s followed by a winking reference to the general’s confidence in his ability to engage in multiple campaigns “with a bit of a break in between.”
The advertising represents a distinct departure from category norms within the telehealth sector, which tend to focus on the functional benefits. Instead, the new work focuses on Phoenix’s ability to help men rekindle the confidence of their prime.

"We recognized a unique opportunity to leverage the Super Bowl as a platform to elevate the brand, delivering a compelling narrative that underscores the belief that everyone deserves a remarkable comeback,” said Arrivals + Departures’ chief creative officer, Jeff MacEachern.

“When we partnered with Arrivals + Departures, we were confident in their ability to provide exceptional work for our business, spanning from strategy to creative,” said Bache. “Their delivery went above and beyond, and now everyone will get to see it during the big game.”

Beyond the Super Bowl, the spot will appear in marquee sports programming throughout the year. Arrivals + Departures’ media division handled the TV buy, while Phoenix’s in-house media team was responsible for performance marketing and social amplification.