Roman Film Thinly Veiled Metaphors [Full Version] by Circus Maximus

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Thinly Veiled Metaphors [Full Version]

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Industry Hospitals, Healthcare facilities & Medical Services
Media Film
Market United States
Agency Circus Maximus
Chief Creative Officer Ryan Kutscher
Art Director Pat Horn
Copywriter Erik Poh
Senior Copywriter Scott Linnen
Production Superprime Films
Director Mike Bernstein
Released December 2017

Credits & Description

Category: Health
Media: Film
Brand: Roman
Agency: Circus Maximus
Geo: United States
Agency: Circus Maximus
Chief Creative Officer: Ryan Kutscher
Senior Copywriter: Scott Linnen
Copywriter: Erik Poh
Art Director: Pat Horn
Director of Production: Paul Sutton
Producer: Rael Kenny
Production Company: Superprime Films
Executive Producer - Colleen O’Donnell
Managing Director - Michelle Ross
Production Company: Alpen Pictures
Director: Mike Bernstein
Producer: Christian Heuer, Matthew Pittman
Production Supervisor: William Cubbon
DP: Tom Banks
Art: Zach Miller
Stylist: Jordy Scheinberg
Editor: Casey McClelland
Sound Designer: Sean Oakley
Colorist: Trevor Durtshi
Motion Graphics: Big Head
Published: December 2017
Men’s health startup Roman launched its first ad campaign, created by NY-based creative agency Circus Maximus, recent winner of AdAge’s Gold Small Agency of the Year award. Roman launched last month with a service to diagnose, prescribe and discreetly deliver erectile dysfunction medication.
The campaign spoofs the pharmaceutical ad cliches of the biggest ED pill brands – featuring a man tossing a football (a nod to Levitra) and couples lounging in separate tubs in the mountains (a Cialis hallmark). However, with unflinching self-awareness, these characters readily admit the “thinly veiled metaphors” they are participating in, revealing the honesty that they - and Roman as a brand - are modeling to viewers for conversations around men’s health.
Titled “Thinly Veiled Metaphors,” the campaign aims to fix men’s relationships with their wellness.
It tackles toxic masculinity and provides better, more honest, and complete ways for men to address the issues that affect them, starting with ED.
Spots are directed by Mike Bernstein, known for directing SNL digital shorts and parodies such as Hillary Campaign Ad and Voters For Trump Ad, for being a go-to director for FunnyOrDie’s branded sketches, and for his comedy-driven spots for MTV, Samsung, Walgreens, and Procter & Gamble.
The spot’s humor is intended to alleviate the tension of the very personal and often weighty topic by normalizing the discussion that men have always felt uncomfortable having.
The campaign consists of a two-minute hero spot along with 90, 60, 30, and 15 second cuts airing online and across social platforms.