Ro Partners With Megan Fox for Ro Sparks ED Pill Campaign

Telehealth platform Ro has cast actress Megan Fox in a red catsuit as the human personification of its unapproved, compounded erectile dysfunction pill in a campaign titled “Megan Fox Is Ro Sparks.” The company launched the commercial across linear TV, streaming, and paid social on Thursday, marking its first-ever celebrity campaign for an ED pill.

Megan Fox Stars as Ro Sparks in New Telehealth Campaign

In the new advertisements, Fox does not cite scientific studies or personal health experiences. Instead, she speaks in first-person with a sultry voice to describe the active ingredients and intended effects of the medication while wearing a tight red catsuit bearing the Sparks logo. The product itself is a custom compound containing sildenafil and tadalafil—the active ingredients in Viagra and Cialis, respectively—designed to dissolve under the tongue for a fast-acting effect. The U.S. Food and Drug Administration has not approved the compounded medication.

Previous celebrity partners for Ro relied on patients who shared real-life successes with the company’s offerings. Past partners included Serena Williams, Charles Barkley, Trisha Paytas, and Chrissy Metz, all of whom spoke about their personal experiences with Ro’s GLP-1 offerings. The “Megan Fox Is Ro Sparks” concept discards that patient testimonial framework in favor of a direct personification strategy developed by Ro’s in-house marketing team.

Consumer Research and Racy Strategy Shape the Launch

Placing a female celebrity at the center of an erectile dysfunction commercial stemmed from consumer research conducted by the telehealth platform. According to the company, male consumers are often more receptive to marketing for erectile dysfunction when the messenger is a woman. While Ro could have featured a woman dealing with ED alongside a partner to frame sexual health as a shared issue, the marketing team chose a racier tone instead. Capitalizing on Fox’s established persona as a global sex symbol was an idea that would not work with anyone else, the company stated in a press release.

Alongside the linear and digital broadcasts, the campaign features an interactive, out-of-home component in New York City. The rollout includes a massive Times Square takeover and tear-away posters placed across the city beginning October 5.