“Hard Men Talk

Client: Opella - Cialis

Let’s face  it—erectile dysfunction isn’t exactly group chat material. But it’s affecting increasing numbers of young men, it isn’t just an ageing issue but an issue of silence.

Cialis® Together set out to change that. But with the media industry keeping things zipped up, we needed a campaign that could last.

Enter “Hard Men Talk”—a bold, stigma-busting conversation developed with Ladbible, the perfect partner to reach our meme-loving, chronically online audience.

From vox pops exploring the many synonyms for erections (spoiler: ‘boner’ still reigns supreme), to cheeky surveys exploring Men’s attitudes on asking for help, and a roundtable vodcast with the hardest men talking soft spots. We built something honest, funny, and totally impossible to scroll past.

By meeting young men where they are—online, overstimulated, and under pressure—we created space for real talk. The kind that disarms shame with a wink, and says: sometimes even geezers need a bit of help. And it’s nothing to be embarrassed about.