The ‘Trial’ pill was the first of its kind, designed to provide men with an alternative to suffering through regular erectile dysfunction (ED). Available since 2017, it is the result of innovation from pharmaceutical company Ajanta Pharma and was inspired by the popular drug VIAGRA.
The 10 creative ads that made this possible showcase a variety of styles that have since become commonplace, proving just how versatile this medication can be.
The Launch
The first episode of the Trial ads premiered during the May 17 premiere of ‘The Handmaid’s Tale’ on Hulu. Set in the near future, ‘Handmaid’s Tale’ explores life under the totalitarian regime of Gilead. Through the eyes of Offred (played by Elisabeth Moss), we observe the efforts of the government to keep women in a state of obedience and pass down their ‘virtue’.
In an effort to preserve ‘The Handmaid’s Tale’ as an authentic work of art, media buyers were not allowed to run any ads that featured the word ‘Viagra’ in the lead up to its premiere. This is because (at the time of writing) the lead protagonist, the heroic Offred, does not consume drugs or alcohol and is, in fact, a dedicated teetotaller.
However, this did not stop the creative teams behind these ads from indulging in their own genius and coming up with some inspired pieces. The aim of the campaign was to allow viewers to experience life in Gilead through the vehicle of advertising and attract new ‘Handmaid’s Tale’ fans to the show.
The result is an incredibly memorable and well-received opening sequence packed full of heart-stopping shots and bold contrasts that draw attention to itself even in the midst of a streaming video feed.
A New Kind Of Love
For the second episode of Trial, the opening scene is a montage of various love letters, each one inspired by a poem. We are introduced to the ‘Trial’ pill and its four bold, beautiful women as they express their love for and dedication to their men through prose and verse.
A part of the charm of these letters is that they are charming; each woman pours her heart out to her lover, showing us just how much they care. We also discover that the women have been blessed with an ability to grant their men long, satisfying erections; an ability that VIAGRA could not provide.
This is a stark contrast to the first episode, where we found the opposite; the men are controlled and oppressed by their lust for power. In ‘The Handmaid’s Tale’, men are used by the regime to control and punish women who do not comply.
A Revolution In Medicine
The third episode of Trial brings to light the social and medical issues that inspired its creation. After being prescribed the ‘Trial’ pill, we follow its progress through the eyes of a young boy, Toby (played by Cameron Boyce).
A father of two, the doctors at the center of this story are baffled by Toby’s resilience, especially when compared to his similarly aged brothers. They decide to conduct a trial on the boy, testing whether or not his strong constitution could tolerate the side effects of the medication; a decision that changes his life forever.
Based on the true story of a pediatrician who treated HIV-positive children during the height of the AIDS epidemic, ‘Birds Of America’ features a variety of bold imagery and is packed full of heart-wrenching scenes. The main character, Dr. Jonas Gratz (played by Hugh Laurie), was at the forefront of the treatment revolution that allowed HIV-positive children to live long and healthy lives. He is affectionately known as “Dr. Junkie” for his passionate and knowledgeable approach to both his work and his addiction to morphine.
Jonas is now devoted to his family and their well-being, having put his own personal demons to rest. As such, this was a turning point in his life and he has devoted himself to helping others find peace in a similar way.
An Evolutionary Step
For the fourth episode of Trial, we are treated to a sequence that questions the nature of masculinity. After decades of conflict and upheaval, two armies face off in the Middle East over control of a powerful new resource. As the fighting escalates, we are shown the evolution of the combat medic from the first-person shooter (FPS) to a more active, involved role in protecting and assisting his soldiers.
Bold text, eye-catching imagery and a soundtrack packed with gun sounds make this sequence the perfect advertisement for the active shooter niche. While most modern FPS games focus on realism and immersion, it is the role of the pharmacist here to remind us that gameplay is a key consideration.
One of the standout ads from this season of Trial is the fifth episode, ‘The New Normal’. Set in a near future where the use of performance-enhancing drugs is widespread, we are introduced to a transgender woman named Sunny; a former athlete who was banned from competition after testing positive for banned substances. Her experience as a transgender and her struggle to fit into society as a woman after transitioning inspire her to create a social media network for transgender people.
Sunny builds the platform as a place for transgender people to connect, find support and share their experiences. Through a mix of 3D printing, video conferencing and the power of social media, this remarkable young woman brings a much-needed service to a community that was previously cut off from the online world.
“The Most Natural Thing In The World”
Season five of Trial is the story of a pharmaceutical company at the forefront of a new age of personalized medicine. For the first time, we are given the opportunity to choose our medication based on both our genetic makeup and the type of symptoms we experience. This medication, called LUNARIA, allows men to control erectile dysfunction while reducing the adverse side effects associated with other treatments.
The creative execution of these ads is nothing short of breathtaking, with the unique blend of 3D printing, virtual reality (VR) and AR techniques used to showcase the product in all its glory. More than 10 million prescriptions were written for LUNARIA in its first year alone, making it the fastest-selling drug in the pharmacist’s history. It is the epitome of the brand’s ‘natural’ approach and advocates for human-driven research, development and clinical trials.
LUNARIA is also the first drug to be featured in the newly-minted field of ‘digital therapeutics’, where medical professionals develop virtual treatments for patients. We are introduced to a futuristic world where medicine and pharmacists have merged, allowing us to “predictably and accurately” tailor medication to suit each individual patient.
An Alternative To Hitting The Bars
Season six of Trial continues in a similar vein that the previous season, taking the form of a montage of social media posts that act as a call to action. With the drinking age in most countries now at 21, it is presented as an alternative to individuals who might otherwise choose to drink alcohol, especially given that alcohol has been known to worsen the symptoms of erectile dysfunction. The aim of these ads is to encourage men to seek help if they are experiencing difficulty in achieving an erection and to encourage them to be more active, especially in relation to their health.
The final season of Trial features an entirely different set of characters and is set in a future where humanity has survived but is now living in a state of repressed panic. It explores the emergence of a new social order and those who buck the system in favor of independence and individuality. As a brand that champions individual freedom and choice, these final episodes are a bold statement, especially given the historical context of this moment in time.
While many of the ads from this season of Trial hues towards the dystopian, it is the final episode, ‘Bitter Greens’, that is the most optimistic. Here, we are introduced to a future version of the heroic pharmacist, whose curiosity and daring led to the creation of the medication that saved countless lives. Now, he combines his skills with those of an architect to create a new home for humans that is both elegant and functional.
The Many Forms Of Viagra
Trial is, in a nutshell, a brand built on the foundation of a medication that changed the face of erectile dysfunction, giving men a reliable alternative that does not involve popping pills or injecting themselves with artificial chemicals. However, although the ads for this groundbreaking drug vary in nature, they all share a common theme: offering a glimpse into the future of male-female relations.