Everyone loves a comeback. We knew that men experiencing erectile dysfunction wanted to regain the confidence of their best days, but that 75% of them would not seek treatment through a traditional physician. We wanted to let them know that Phoenix was a discreet and convenient way to get leading ED medications delivered directly to them. So, we turned to the classic comeback story. Set it in the early 1800s. And added some explosions for good measure. To top it all off, we launched the :60s ad during the perfect context for a comeback – Super Bowl LVIII.