A welcome shift that we have seen taking place across marketing and communications is the telling of different, often taboo-busting stories, whether that’s around #wombstories, trans-men learning how to shave, or ads about families that include every kind of family.

Viagra’s latest campaign from VMLY&R, ‘Love Story’, is no different as it sets out to start a conversation around what they call the last cultural taboo, that of erectile disfunction. It’s a subject that is often concealed behind such a degree of shame that 46% of men say they haven’t spoken to their partner about it, a survey from Opinium revealed.

With an estimated 4.3 million British men reporting suffering from erection problems, Viagra’s campaign is encouraging couples to talk about it; to realise the pressures of modern life that might be getting in the way of intimacy, from work to screens to bad eating habits. It is also a reminder that Viagra’s products are there to help if they’re needed.

The animated film produced by Blinkink marks a step-change in tone for the brand as it moves away from talking about control and performance to enabling conversation and intimacy over a soundtrack of a gentle rendition of The Proclaimers, I’m Gonna Be (500 Miles). The campaign wants to show that erectile problems are not about a perceived lack of masculinity but rather are a health issue with a myriad different causes.

Tamryn Kerr, Creative Director at VMLY&R said: “Much beyond a little blue pill, this campaign is a complex message about modern masculinity and intimacy in relationships.”

As the subject matter of advertising shifts to encompass a broader conversation about mental and sexual health, campaigns such as this latest from Viagra are helping to challenge and change societal norms for the better.