Men like face-to-face confrontation with their problems, direct confrontation with their opponent. That is why Prostamol Uno makes things clear: prostate is a male problem, so it should be confronted rather than avoided.
Western is the most manly film genre for fifty-year-olds. That is the reason why we have used the metaphor of the duel at high noon to encourage men to confront with their problem.
The campaign has helped the brand defend the position of the leader in its category. Contrary to communication concerning the majority of drugs and food supplements, we have abandoned the convention of problem-solution. Instead of creating the drama of health problems, we support men in facing the challenge.