Phoenix - Multiple Positions / With New Super Bowl spot Phoenix Wants to Help Canadian Men ‘Rise Again’ (Canada)

With New Super Bowl spot, 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.”

This ad ran during Canadas broadcast of the Super Bowl LVIII 2024

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.

Campaign Title: Multiple Positions

Client: Phoenix
Founder & Co-CEO: Gavin Thompson
Founder & Co-CEO: 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 

About Phoenix

Phoenix is Canada’s first digital health clinic for men. Driven by a commitment to enhance men’s well-being through accessible and personalized healthcare, men can experience instant access to licensed Canadian physicians, personalized treatment options, and free shipping nationwide. Phoenix prioritizes a convenient patient-centric journey, requiring an online consultation with a licensed healthcare practitioner to ensure a tailored approach to treatment.

About Arrivals + Departures

Arrivals + Departures is a creative agency with offices in Toronto and Halifax that helps brands navigate the changing world around them. A national, independently owned advertising agency, we harness the collective passion and perspective of our people to see the world differently for our clients’ brands. Arrivals + Departures works with leading clients including RE/MAX Canada, Pet Valu, Fallsview Casino Resort, P.E.I. Tourism and Moosehead Breweries.