A Bold Approach to Men’s Health

In a groundbreaking TV campaign, Numan, the UK’s leading digital health platform, is tackling the often-taboo topic of erectile dysfunction (ED) head-on, reframing it as a crucial health concern that transcends bedroom issues.

Introducing 'The Canary'

Titled ‘The Canary,’ this campaign takes a surreal and humorous approach to shed light on a serious message about men's health. It cleverly hints that ED can be an early warning sign for underlying conditions such as heart disease, high cholesterol, type 2 diabetes, and low testosterone.

A Hilarious Twist on Romance

The ad kicks off in a style reminiscent of classic fragrance commercials, featuring a young couple in a romantically lit home. Just when it seems like things are heating up, the scene takes an unexpected turn. A canary escapes from the man’s open fly, singing a quirky warning in a catchy country tune: ‘Your erectile dysfunction’s got something to say!’ This humorous twist highlights the serious health concerns that can often accompany ED.

Taking Charge of Your Health

After delivering its quirky message, the canary is symbolically replaced by a hand that emerges from the man’s trousers, holding a phone displaying Numan’s ED medication. This visual cleverly conveys that taking control of one’s health can be straightforward and stigma-free, even for issues that many men find embarrassing.

Humor as a Tool for Awareness

Sokratis Papafloratos, CEO and founder of Numan, shared his insights on the campaign's unique approach: "Humor is a powerful way to drive awareness. It makes messages stick and gets people talking. We wanted to use humor unexpectedly to strip away the taboo surrounding ED, encouraging men to view it as a signal for other health problems that merit investigation rather than mere medication."

Creative Collaboration

Directed by Steve Ayson, known for the acclaimed ‘Mom Song’ for Old Spice, this ad was developed through collaboration between Numan’s in-house creative team and the duo Sam Hughes and Michaela Panesse. The catchy canary song was initially crafted using generative AI, adding a modern twist to the creative process before being brought to life by the production team and professional vocalist Dom Sky.

Opening the Dialogue

This campaign is a bold step toward breaking the stigma surrounding ED, opening up avenues for honest conversations among men and their partners. Aimed at both pre- and post-watershed viewers, it includes a 30-second ad alongside a robust digital marketing push, allowing Numan to lead the charge in promoting healthy dialogues about men’s health.