Suggestive humour is always entertaining. Subtle suggestive humour hilariously so. Everyone also loves a good comeback story and Canadian men’s health start-up, Phoenix, has delivered a beauty during the Canadian Super Bowl broadcast. The commercial, Multiple Positions, created by Arrivals + Departures, has the powers of a historical battlefield setting, cinematic splendour, subtle suggestive humour…

…and its spot during the Super Bowl, that adds the might of huge reach.

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 recognised 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,” stated 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,” added Phoenix founder & Co-CEO, Kevin 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 select 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.

Credits:
Client: Phoenix
Founders & Co-CEOs: Gavin Thompson &Kevin Bache

Agency: Arrivals + Departures
Chief Creative Officer: Jeff MacEachern 
Writer & Creative Director: Jeff Collins 
Art Director & Creative Director: Anton Ratinsky
Group Business Lead: Marty McClorey
Vice President, Production: Chantel Brinkman 
Agency Producer: Brie Gowans 
Head of Planning: Denika Angelone
Senior Strategist: Hilary Taylor 
Vice President, Media: Jennifer Sutherland
Senior Media Strategist: Anne Beadle 

Production Company: FRANK Content 
Director: Rodrigo Garcia Saiz
Executive Producer: Danielle Kappy
Director of Photography: Tudor Panduru

Service Company: Family Film
Executive Producer: Giuliano Doman

Editing House: Blue Highway
Editor: Leo Zaharatos

Colour & Transfer: Alter Ego
Colourist: Wade Odlum
Online: Dan McCarthy

Music & Sound: Circonflex
Creative Direction: Paul-Étienne Côté, Tim White
Original Score: Olivier Girard
Sound Engineer: Sydney Galbraith
Sound Design: Nolan Peake