Rugiet's Second Half Rally Helps Men Rise to the Occasion

Erectile dysfunction (ED)  advertising is usually one of two things: sleepy bathtub footage or scammy late-night ads. Rugiet, the men’s health company with ED meds that work on both brain chemistry and blood flow, is debuting its first-ever ad, and it’s anything but.

The spot, 'Second Half Rally,' was created by Rugiet’s newly formed in-house agency and was directed by O Positive's Brian Billow. It reimagines a halftime locker-room speech as a metaphor for erectile dysfunction that’s packed with humour and innuendo.

“Everybody’s got an ED med, but the advertising is either incredibly sleepy or extremely suspect,” said Andrew Fatato, VP, brand and creative at Rugiet. “Rugiet’s meds aren’t like anything else on the market, so we’re building a brand, and making advertising, that isn’t either.”

Mike Apostal, CEO at Rugiet, added, “This first ad sets the tone for us. We’re not here to whisper about men’s health in hushed tones. We’re building a bold, creative men’s health company that speaks to men with honesty, confidence and a sense of humour.”