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High Rise was a virility pill in South Africa with issues.
For years it was the region's top selling male vitamin supplement. Then out-of-the-blue Viagra appeared and everything changed.
Our remedy was to create communications that would steal Pfizer's thunder. We'd create a Viagra launch campaign but we'd do it for High Rise.
At time of writing, High Rise is still very much in business. The arrival of Viagra actually gave sales a lift.
Campaign was selected as one of TBWA Worldwide's “Year's Best” commercials by Jay Chiat.