‘Megan Fox Is Ro Sparks’ Campaign Turns Heads in New York City

voice film logo squareArthur S. Poe
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Celebrity endorsements typically encourage you to purchase something, but a new campaign featuring Megan Fox is flipping that expectation. The Megan Fox Ro Sparks initiative is quickly becoming one of the most discussed marketing strategies of the fall, tackling a sensitive health issue with a street-level approach.

Fox’s career has been characterized by a distinct screen persona that follows her everywhere. Telehealth company Ro decided to embrace that image rather than shy away from it. Traditionally, erectile dysfunction advertisements lack a sexy appeal, but this campaign aims to change that narrative.

The stunt began on October 5, with tear-away posters popping up throughout New York City, inviting people to peel one off the wall and take a piece of Megan Fox home. A fan account shared a clip of the installations on X, showcasing signage that reads “Take me home” alongside bold red posters featuring Fox in her iconic look.

Titled ‘Megan Fox Is Ro Sparks,’ this campaign marks Ro’s first celebrity endorsement for its compounded ED pill. Instead of relying on studies or personal anecdotes, Fox embodies the product, donning a tight red catsuit adorned with the Sparks logo. In the commercials, she speaks directly to the audience in a sultry tone, detailing the active ingredients and intended effects of the medication.

Ro Sparks is a prescription-only, 2-in-1 treatment that combines sildenafil and tadalafil, the active components of Viagra and Cialis. It dissolves under the tongue for quick absorption, taking effect in about 15 minutes and lasting up to 36 hours, according to the company. The campaign launched last Thursday across linear TV, streaming platforms, and paid social media.

Ro’s decision to cast Fox was strategic, as research indicates that men are more receptive to ED marketing when presented by a woman. Fox is also the first celebrity partner for Sparks, which Ro has been selling for two years.

Ro co-founder and chief product officer Saman Rahmanian shared with Variety that Fox can help bring the conversation “into the zeitgeist, into the shows, into the feed,” addressing the stigma surrounding ED. He noted that this partnership represents Ro’s largest ED campaign to date, likely the biggest in the category. The company managed both the creative and media buy internally.

The out-of-home aspect of the campaign transcends a typical billboard buy. In addition to a Times Square takeover, the tear-away posters turn the streets into an advertising platform. Ro plans to test this concept in both New York and Los Angeles, allowing people to “literally pick up Megan Fox as Ro Sparks.”

This format aligns with the campaign’s playful tone. Videos of individuals removing posters have circulated online, with fans calling it one of the most engaging interactive campaigns they’ve encountered. Clips making the rounds even feature on-screen text urging viewers to take the ad, a surprising twist for a brand that is paying for the advertising space.

The collaboration with Fox continues a trend for Ro, which has increasingly partnered with celebrities across its health and wellness offerings. Previous collaborations include Serena Williams, Charles Barkley, Trisha Paytas, and Chrissy Metz for its GLP-1 products. However, this initiative is distinct, as Fox is not portraying a patient or providing a testimonial.

Rahmanian mentioned that Fox was excited about the project when approached. According to Variety, she was not only attracted to the creative aspect but also to the potential benefits for couples, as ED impacts intimacy and confidence for both partners. This perspective helps clarify why the brand is promoting a partnership conversation rather than a lecture.

Whether this stunt translates into sales remains to be seen, but the buzz surrounding it is undeniable. With a clever approach, the campaign brings a taboo subject to the forefront on TV screens, social media feeds, and city walls in a way that patient testimonials rarely achieve. The poster giveaway also encourages passersby to stop, film, and share their experiences.

For a brand aiming to normalize ED discussions and integrate them into everyday culture, this approach may be key. A poster that people genuinely want to take home is far more effective than an ad that gets scrolled past.

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